Empowering Woman Entrepreneurs, Balancing Inclusivity, Cultural Sensitivity, Ensuring Sustainability And Expanding Horizons With Dream Cruises

Dream Cruises, a leading name in the leisure travel cruise industry, embarked on an innovative B2B campaign with a powerful woman empowerment theme in India. The core objective behind this initiative was to empower woman entrepreneurs and business owners working in the Indian travel industry, encouraging them to become enthusiastic brand advocates for Dream Cruises.

The campaign aimed to raise awareness about leisure cruise travel among Indian travel enthusiasts and showcased the potential of women in the business world.

Client:

Genting Dream Cruises

Industry:

Leisure Travel

Campaign Type:

B2B

01. Business Challenges

Dream Cruises’ B2B campaign centred around woman empowerment and the cruise experience, faced several business challenges:

- Balancing Inclusivity: While the campaign aimed to empower women in the travel industry, ensuring that the selection process and campaign itself did not inadvertently exclude other demographics or create any feelings of exclusion could have been a challenge.
- Ensuring Sustainability: Empowering women in the travel industry should be an ongoing commitment rather than a one-time campaign. Ensuring that Dream Cruises continued to support and promote women in the industry beyond the campaign would have been a challenge.
- Cultural Sensitivity: Given the diverse cultural landscape of India, ensuring that the campaign was culturally sensitive and respectful of various backgrounds and traditions had posed challenges.
- Selecting the Right Participants: Choosing the 12 participants from nearly 8,000 applications could have been a challenging process. Ensuring that the selected women truly represented the best in the Indian travel industry.

02. Brand Objectives

Dream Cruises designed a unique and impactful experiential campaign that celebrated the strength, creativity, and determination of woman entrepreneurs. The heart of the campaign was the organisation of a beauty pageant and a calendar photoshoot in India. The twist was that these experiences would take place on board a luxurious Dream Cruises ship in Singapore. This innovative approach seamlessly combined empowerment, self-expression, and exploration, all in a setting known for its luxury and sophistication.

- Woman Empowerment: To empower woman entrepreneurs and business owners in the Indian travel space by offering them a life-changing experience that celebrated their achievements.
- Brand Advocacy: To motivate the selected participants to become enthusiastic advocates for Dream Cruises, spreading the word about the brand and its exceptional cruise travel experiences.
- Brand Awareness: To raise awareness about leisure cruise travel among Indian travel enthusiasts and inspire them to explore this unique form of travel.
- Celebrate Womanhood: To celebrate and showcase the talent, resilience, and creativity of women entrepreneurs in India.

03. Implementation

Selecting the Right Participants

Created a transparent and unbiased selection committee that comprises both internal and external experts from various fields in the travel industry.
Developed a clear and objective selection criteria document that specifies the key attributes and qualifications sought in participants.
Conducted interviews or assessments to evaluate the applicants based on the established criteria.
Ensured diversity and representation among the chosen participants to reflect the broad spectrum of women in the travel industry.

Balancing Inclusivity

Communicated openly about the campaign’s goals and objectives, emphasised that it aims to empower women without excluding or discriminating against any particular group.
Encouraged participation and involvement from individuals who may not directly participate in the beauty pageant but can contribute to the campaign in other ways.
Emphasised that the campaign promotes inclusivity and diversity in the travel industry.

Ensuring Sustainability

Developed a long-term strategy for supporting and empowering women in the travel industry.
Established partnerships with organisations or associations that focus on women’s empowerment and collaborate on initiatives that extend beyond the campaign.
Incorporated gender diversity and inclusivity into company policies and practices, such as hiring and promotions.

Pre-shoot
Preparations

Wardrobe and Styling: Collaborated with participants to plan their wardrobe, makeup, and hairstyling for the shoot. Ensured that their clothing and accessories complement the cruise’s ambiance.
Scouting Locations: Identified and prepared the specific locations on the cruise ship where the shoot will take place. Ensured they are well-lit and free from distractions.
Equipment and Lighting: Checked and prepared all necessary photography equipment, lighting, and backdrops. Made sure everything was in working order and ready for the shoot.
Safety Measures: Implemented safety measures, especially if the shoot involved posing in unconventional locations on the ship, and communicated these safety guidelines to the participants and crew.

Execution of the Calendar Shoot

Photography: Captured stunning photographs of participants in various poses and locations on the cruise ship. Ensured that the photographer follows a predetermined shot list and style guidelines.
Coordination: Coordinated with the participants to ensure that they were comfortable and confident during the shoot. Address any concerns or discomfort promptly.
Onboard Experience: Integrated the calendar shoot into the participants’ overall on-board experience by including breaks for them to enjoy the amenities and dining options on the cruise.
Backstage Facilities: Provided designated areas on the ship for participants to change outfits, refresh makeup, and take breaks between shots.

Post-Shoot Processing & Distribution

Editing and Selection: Reviewed and edited the photographs to select the best shots for the calendar. This involved retouching and post-processing to enhance the final images.
Calendar Design: Designed the calendar layout, incorporating the selected images and any relevant branding or information about Dream Cruises.
Printing and Production: Collaborated with a professional printing company to produce the calendars. Ensured high-quality printing and attention to detail.
Calendar Distribution: Distributed the calendars to the participants and ensured they receive copies to share with their networks and clients.
Promotion: Promoted the calendar through various marketing channels, including social media, media outlets and travel industry publications.

04. Results & Outcomes

The experiential campaign was executed with precision and attention to detail. The 12 selected participants embarked on a captivating journey on a Dream Cruises ship in Singapore, where they participated in a beauty pageant and a calendar photoshoot. This experience allowed them to embrace their confidence, grace, and individuality while exploring the wonders of a luxury cruise.

The campaign achieved outstanding results:

Increased Brand Advocacy: The 12 participants became devoted advocates for Dream Cruises, sharing their transformative experiences with their networks and promoted the brand enthusiastically.
Enhanced Brand Awareness: The campaign garnered widespread media attention, expanding brand recognition among Indian travel enthusiasts.
Inspiration: The campaign not only empowered the participants but also inspired countless women across India to pursue their dreams in the travel industry.
Positive Impact: The initiative served as a positive example of how businesses can uplift and celebrate women, while also encouraging more women to participate in the travel sector.

Click here to view Calendar Shoot

05. Conclusion

Dream Cruises’ B2B campaign, centred around woman empowerment and the cruise experience, not only celebrated the accomplishments of woman entrepreneurs but also inspired them to become advocates for the brand.

The campaign also contributed to spreading awareness about leisure cruise travel among Indian travel lovers, encouraging them to explore this unique and luxurious form of travel.

This case study highlights how a cruise line can successfully leverage the theme of empowerment and inclusivity to strengthen its brand presence and engage with its audience on a profound level.

06. Client Testimonial

NBNM embraced our vision for empowering woman entrepreneurs and business owners in the travel industry with zeal and creativity. Their expertise in planning and executing the on-board calendar shoot was evident from the outset. The professionalism, dedication, and attention to detail that NBNM displayed throughout the campaign were truly commendable. NBNM's expertise, professionalism, and commitment to excellence played a pivotal role in making this campaign a reality.

Mrs. Nehali Jain

Marketing Head, India