Ocean Village to be Phased Out

Carnival UK has announced that it is rationalising its portfolio with the phasing out of the Ocean Village brand, beginning in Autumn 2009.  Consistent with Carnival’s strategy of investing in brands which show the greatest growth potential, both Ocean Village ships will transfer to the P&O Cruises Australia brand, the first in time for Christmas 2009 and the second a year later.

Commenting on the move, David Dingle, CEO of Carnival UK and Chair of the Carnival Australia Management Committee, said:

“In reviewing the most effective deployment of our ships, we have recognised the major growth potential in the Australian market and the profit opportunity which awaits.  Clearly it is disappointing to wind down our Ocean Village operation which has been superbly created and delivered by an excellent management team, but we must recognise the need to maximise profit performance from our assets.  Ocean Village has done much to change the face of British cruising, and all our UK brands have benefited from this.  The arrival of new ships for P&O Cruises and Cunard in 2010 and the continuing development of Princess Cruises in Britain will ensure that Carnival UK continues its growth despite the redeployment of the Ocean Village vessels.”

Ocean Village will operate a single ship in the Caribbean in Winter 2009-10 and the previously published programme will be adjusted, with existing bookings amended accordingly.  A European programme will be operated in 2010.  P&O Cruises will take delivery of the 3,100 bed Azura in March 2010 and the new 2,100 bed Queen Elizabeth will join the Cunard fleet in October 2010.

Ocean Village Cruises £1million Advertising Campaign

Ocean Village has unveiled details of its new multi-platform advertising campaign, launching 15 September, to support its 2009 programme. The heavy weight campaign, across television, radio and print media, will focus on the Granada, Central, Yorkshire and for the first time West Country TV regions with a £1 million spend.

The TV creative follows on from Ocean Village’s first two television campaigns in January and May 2008 and features the familiar voice of Tamzin Outhwaite and exploits the distinctive hot colours of the Ocean Village logo.

The 30 second TV ad will feature on ITV1 in the Yorkshire Granada, Central and Meridian regions from 15 September 2008 in a 5 week heavyweight campaign targeting the key 35-54 year old age group with an emphasis on peak time programming.  The creative plays upon the brand’s strapline ‘the cruise for people who don’t do cruises’ and features a £599 lead price for a week’s fly-cruise in the Mediterranean. A strong TEXT call to action promotes booking with The Co-operative Travel in the Granada, Yorkshire and Central regions and with Harvey World Travel in the West Country region. The Co-operative Travel group is the largest travel group in the north west of England.

As with the previous 2008 campaigns, the execution features pseudo-animation and reinforces Ocean Village’s laid-back, casual cruising message.  It opens on a Caribbean beach scene as a girl walks along the surfline until mountain bikers shift the action to a jeep safari at the pyramids.  A camel ride moves the scene to a café table and gondola in Venice before landing on the top deck of the ship for some  R&R.

The commercial was developed by the in-house Ocean Village team in partnership with production house Tigervision.

Complementing the TV activity is a 40 second radio advertising campaign on Century and Smooth in Granada, Real Radio and Radio Aire in Yorkshire, Heart in the Central Midlands region, Magic and Heart in London, Total GWR in the West Country, Ocean, Wave, Southern in the Meridian region and Radio Forth and Clyde in Scotland.  Nationally, talkSport will also feature the radio creative.  The radio ads  feature the voice of Tamzin Outhwaite with a call to action through the Co-operative Travel Group and Harvey World Travel in the appropriate regions and through ABTA travel agents in the London and Meridian regions as well as nationally.

Instore marketing materials for the travel agencies include POS visuals which reinforce the distinctive TV visuals, bunting and six foot column display units.

The broadcast campaign is supported by a national 6 week print media campaign in key midmarket and quality papers, featuring a mix of inserts and advertorials.

In addition, a direct mail campaign to over 250,000 new and existing customers,  supports the marketing push with creative focusing on this winter’s Caribbean holidays and next summer’s getaways to the Med.

Comments Gill Haynes, Head of Marketing, Ocean Village, ‘On the back of our first two TV ad campaigns in January and June this year, sales have increased significantly in the key regions and prompted ad awareness has made a quantum leap, up from 25% to 42% among potential and current cruisers, with Ocean Village now vying for second place in the sector. We’re looking to build on this success with this autumn push, featuring a keen £599 lead price that represents Ocean, Wave, Southern in the Meridian region, great value for money in the current economic climate. With the Co-operative Travel Group and Harvey World Travel as partners, we are working with regional cruise specialists who can really get behind the campaign to drive enquiries through to sales.’

Official Press Release Ocean Village Cruises dated 8th September 2008. More information on Ocean Village Cruises can be found at Ocean Villages Cruises.

OV Caribbean Brochure Out

Ocean Village has unveiled details of its new multi-platform advertising campaign, launching 2 June, to support its Caribbean winter 2008/2009 season. The heavy weight campaign, across television, radio and print media, will focus on the Granada, Central and, for the first time, Meridian TV regions with a £1 million total marketing spend.

The TV creative follows on from Ocean Village’s first television advertising campaign in January 2008 and again features the voice of Tamzin Outhwaite and exploits the distinctive hot colours of the Ocean Village logo.

The 30 second TV ad will feature on ITV1 in the Granada, Central and Meridian regions from 2 June 2008 in a 4 week heavyweight campaign targeting the key 35-54 year old age group with an emphasis on peak time programming.  The creative plays upon the brand’s strapline ‘the cruise for people who don’t do cruises’ and features a £749 lead price for a week’s fly-cruise in the Caribbean. A strong call to action promotes booking with The Co-operative Travel in the Granada and Central regions and with Cruise Thomas Cook in Meridian. The Co-operative Travel group is the largest travel group in the north west of England and Cruise Thomas Cook is the largest cruise retailer in the UK.  The advertisement will also run on Thomas Cook TV.

The execution features pseudo-animation created by filming live action sequences against a green screen.   The creative aims to reinforce Ocean Village’s easy-going, casual cruising message.  It opens on a Caribbean beach scene as a girl makes off with a sunhat from a man snoozing a hammock.  She walks along the shoreline past snorkellers, windsurfers and mountain bikers to a laid-back beach bar as dolphins unexpectedly  appear close by.  The action then moves to the top deck onboard ship.  The girl meets up with the man from the hammock – who pinches his hat back

The commercial was developed by the in-house Ocean Village team in partnership with production house Tigervision.

Complementing the TV activity is a 40 second radio advertising campaign on Century North West and Smooth in Granada, Heart 10 and 100.7 in the Central region and by Ocean, Total 2CR, Wave 105 and Southern FM in Meridian.  Nationally, Classic FM will feature advertisements throughout the Mylene Class and Alex James shows which address the younger end of the station’s audience. The radio ads also feature the voice of Tamzin Outhwaite with a call to action through TEXT and by visiting local ABTA travel agents.

The broadcast campaign is supported by a national 6 week print media campaign in key midmarket and quality papers. 

In-store marketing materials for travel agents include posters and shelf wobblers reflecting the graphic visual style of the TV campaign and strong calls to action.

The new Ocean Village brochure, which is released on 2 June, features the company’s Caribbean 2008/2009 itineraries as well as full details for the new Mediterranean summer 2009 itineraries when Ocean Village sails the Eastern Med for the first time with maiden calls at Venice, Cairo (from Port Said) and Istanbul.

Comments Gill Haynes, Head of Marketing, Ocean Village, ‘Building on the success of our first foray into TV advertising in January this year, the new Caribbean campaign aims to demonstrate to cruise virgins just how much cruising has lightened up, loosened up and left the days of bow ties and tiaras far behind.  The ad projects a distinctive, quirky brand personality that television audiences can already recognise and identify as inalienably Ocean Village.  The campaign puts our Caribbean holidays on TV for the first time and we’re delighted to be partnered by The Co-operative Travel in the north and midlands and Cruise Thomas Cook in the south, both of which have shown real commitment to driving growth in the UK cruise market.’

Official Press release (abridged) Ocean Village dated 29 May 2008.

Ocean Village Adds Upper Class Perks

Ocean Village will be offering the facility of a concierge lounge to both its ships, Ocean Village and Ocean Village Two, to those passengers who have booked pricier AA grade suites and BB grade mini-suits. There will be an additional one-off fee of £70 per adult whilst children under the age of 16 don’t have to pay but must be accompanied by a parent.

Situated under the ships’ bridges, there will be free internet access plus such perks as luxury continental breakfast, afternoon tea as well as pre-dinner drinks and canapés. Spa treatments and restaurant reservations can also be booked via lounge staffers who will be in attendance throughout the day.

It is not unusual for big cruise lines to have such lounges as a perk for those passengers that qualify for admission. However, it is unusual for a cruise line to charge a one-off fee, especially when that cruise line is Ocean Village who are known for there cheaper, no frills cruises.

Paddington Bear to Set Sail For the First Time in 50 Years

He sailed in to British hearts in 1958 when he arrived in London on a ship from deepest Peru. Now 50 years on, Britain’s most lovable and well-travelled bear, Paddington, will set sail again when he joins Ocean Village as the casual cruise line’s fleet arrives in the Med for its summer season.

As of May 2008, Paddington Bear will become a permanent addition onboard Ocean Village and Ocean Village Two. The marmalade-munching bear will be a regular in the onboard kids club ‘Base Camp,’ and fan – both young and old – will have the chance to meet, take photos and even have tea with this iconic character. Paddington’s appeal spans not only generations but also continents with his books selling more than 30 million copies worldwide, in 30 languages, across 70 titles.

Peruvian-born Paddington will join classic children’s character Bagpuss, who became a resident crew member only last summer onboard both Ocean Village ships. Gill Haynes, Head of Marketing Communications comments: “Though a renowned traveller, Paddington will join many of our first time cruisers this summer as he embarks on his debut Mediterranean season onboard Ocean Village and Ocean Village Two.

“With this exciting new addition we can offer families memorable experiences with not just one, but two of the most popular and enduring children’s characters of all time. Mums and Dads have grown up with both Paddington and Bagpuss and children today still adore them. These cult icons will delight and entertain the young, and young at heart, and once again demonstrate our commitment to providing imaginative, high-quality and family-friendly holidays.”

Paddington Bear adds to Ocean Village’s already bulging portfolio of children’s facilities including Base Camp and the teen Hideout zone, night nursery, dedicated youth team, SEGA Village, and of course Bagpuss’ onboard show and presence.

Official Press release (abridged) Ocean Village 15 April 2008

Ocean Village Announces New Summer 2009 Itineraries

Ocean Village, the cruise for people who don’t do cruises, has announced brand new summer 2009 itineraries welcoming Venice, Cairo and Istanbul to the casual cruise line’s Mediterranean programme for the very first time.  Ocean Village Two will make its debut in the Eastern Mediterranean offering cruises to these iconic destinations from Heraklion, Crete between April and October 2009.

With bookings opening on 21st April 2008, the brand new 2009 preview details exciting new seven and fourteen night holidays in the Western and Eastern Med aboard Ocean Village and Ocean Village Two, and details new ‘Stay and Cruise’ options with pre-cruise hotel stays in Palma and Crete.

Ocean Village Two debuts in the Eastern Med

Ocean Village Two will undertake its first Eastern Med season, offering three brand new 7 night itineraries from its summer base in Heraklion, Crete. Venice, Istanbul or Cairo are featured as a headline destination in each of the new itineraries which mix big-hitter, wannasee cities with scenic islands and favourite beach locations.  The Venice itinerary becomes a fortnightly fixture throughout summer 2009, whereas the ship will follow the Cairo itinerary at the start and end of the season (April and September) when the weather is more temperate, and then offer the Istanbul option in peak summer (May to August).

Holidays can be taken as 7 night or 14 night sailings or as 14 night stay and cruise options with a week in Crete at a three or four star hotel before joining any of the three 7 night cruises.

Combinations of sun-baked beaches, sensational cities and scenic islands are featured on the following itineraries:

‘Palaces and Pyramids’ takes in Egypt’s iconic Pyramids and Sphinx in new destination Cairo (from Port Said).  The ship then sails to Limassol (Cyprus), Rhodes, Ephesus (from Kusadasi, Turkey) and Athens (from Piraeus), before returning to Heraklion.  Seven-night cruises start from just £619* per person.

‘Gateways and Gondolas’ showcases Croatia’s picturesque coastline with a call at Dubrovnik before moving onto Casanova’s playground – Venice – for a day in this most celebrated of cities. The next port of call is the pretty Croatian island of Korcula, before the ship sails for Greek islands of Corfu and Zakinthos. On selected dates, instead of Dubrovnik, the ship will call at Split – another Croatian time-capsule – and in place of Zakinthos, will visit the birthplace of the Olympic Games, Olypmia from Katakolon in Greece.  Seven-night cruises start from just £699* per person.

‘Myths and Minarets’ blends cultural highlights with beach resorts and a touch of the exotic.  From Heraklion, the ship sails for Istanbul – renowned for its Blue Mosque, St Sophia museum and glittering Topkapi Palace – before moving onto the lush Greek island Lesbos, Ephesus (from Kusadasi, Turkey), Athens (from Piraeus) and Rhodes. Seven-night cruises start from just £749* per person.

14 night combinations of the Venice itinerary with either the Istanbul or Cairo option start from just £1039* per person.

14 night Stay and Cruise hotel and cruise options begin from as little as £919* per person.

The original Ocean Village ship returns to Palma:

The original Ocean Village ship will make Palma, Majorca its summer base for the first time in three years and will visit some of the Med hippest, hottest and most happening places on its two seven night itineraries.

‘Tapas and Togas’ mixes Riviera favourites and timeless cities. The ship sails from Palma to Tunis, Rome (from Civitavecchia), Genoa, St Raphael and Barcelona. Seven night cruises start from just £699* per person.

‘Emperors and Espresso’ offers big city highlights plus the glitz and glamour of jetset resorts. Calling at Tunis, Naples, Florence and Pisa, Monte Carlo and Ajaccio, passengers can practice their bargaining skills at the souks in Tunis and then go billionaire spotting in chic Monte Carlo. Seven night cruises start from just £599* per person.

Again, Stay and Cruise options are available combining a week-long hotel stay in Majorca with a week onboard – options start from just £819* per person. 14 night sailings that combine the two itineraries are available from just £975* per person.
 
Nick Lighton, Managing Director at Ocean Village comments: “These new calls at Venice, Cairo and Istsanbul will create a real buzz of excitement with agents and passengers alike.  They show how easy it can be to combine an easy-going, high-quality cruise with a shot of culture, time out on the beach, big-city sights, retail therapy and the chance to get active – all at a great value-for-money price.  The Ocean Village philosophy has always been to offer a fresh take on cruising and these new holidays are a wake-up call for everyone who hasn’t yet realised the how much fun a cruise can be, as well as a great reason to come back for more for people who’ve already lost their cruising virginity.”
Official Press Release (abridged) Ocean Village dated 14 April 2008.