Azamara Club Cruises: Smart Marketing

In my many years as a professional marketing expert, brand ambassador, and travel content provider, I’ve seen lots of examples of bad marketing. You can read about some of them on my MarketingAuthor.com blog. The Heart Attack Café in Las Vegas is just one example that comes to mind. Who in their right mind wants to frequent a restaurant that just might make you die?
But I digress.
I just love smart marketing. Marketing that puts a tiger in your tank, makes you admire its creativity, and inspires you to check out what the brand is all about. That’s why Azamara Club Cruises is a winner.
For one thing, what sets Azamara Club Cruises apart is that its ships spend more time in port – unlike the large, mass-market ships out there. There are none of the typical 3PM afternoon departures. Instead, what you get are days AND nights in port, so that you can, for example, go out to dinner, do something fun, or attend an “AzaMazing” complimentary evening. When we were just in Malta, for example, we attended an extraordinary concert by a choir, in the town’s main cathedral. It was awe-inspiring – and complimentary to all cruise guests. All of these things set Azamara Club Cruises apart. The small size of its ships also allows for frequent, easy access to towns, and docking at the piers – instead of having to take in the tender. Furthermore, why take a shuttle bus into town if you don’t have to?
And, in another example of great marketing, have you ever wondered where the name “Azamara” comes from? Azamara is a coined term derived from the Romance languages. This includes the more obvious links to blue (az) and the sea (mar). The name was also inspired by a star, Acamar. In classical times, the star Acamar was the most southerly bright star that could be seen from the latitude of Greece. Azamara, the brand, thinks of itself as a star on the blue sea. In their marketing materials, Azamara says, “We love the flowing name that conjures up imagery of magnificent journeys around the world.”
This is not just smart marketing; it’s brilliant marketing.

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