About Viking Cruises
Viking (formerly Viking Cruises) is a renowned luxury cruise line offering river and ocean cruises worldwide. It is highly regarded for providing immersive travel experiences that cater to discerning travelers seeking both cultural enrichment and comfort.
Industry: Luxury River and Ocean Cruises
Employee Size: 5,000+
Results: Crafted and implemented evergreen sales presentations used by the entire onboard sales fleet (58 river and 4 ocean ships), which generated over $200MM in future sailings in 2017.
Challenge:
Viking’s leadership recognized the need to update their onboard presentations to effectively encourage passengers to purchase future sailings. While the existing presentations had a significant impact, they were outdated and did not align with Viking’s new branding, especially with the introduction of their Ocean product offering.
Goal: Increase onboard sales for both river and ocean sailings by revamping the sales presentations.
Original Sales Deck
Proposed Solution:
Intro – Original
Intro – Updated
Ship Details – Original
Ship Details – Updated
Itinerary – Original
Itinerary – Updated
Destination Shot – Original
Destination Shot – Updated
Leadership understood that Inside Sales was already updating their presentations, and a request was made to collaborate with Ocean Marketing. The objective was to integrate their existing decks, which were being updated for Travel Agencies, with the new Ocean ships. Additionally, all active river ships were to be updated as well. The proposed solution involved creating presentations with assets showcasing all current sailings, designed in a modular manner. This allowed corporate to inform Onboard Sales which sailings needed more focus, while avoiding those that were sold out.
Process:
Phase 1: Research and Modular Structuring
- Conducted internal research to understand past, current, and future sailings to be offered.
- Analyzed Viking’s brand identity, values, and positioning in the luxury cruise market.
- Created an outline of all the core sections, including itineraries, excursions, awards and accolades, competitive positioning, as well as ship fleet overview.
Phase 2: Brand Strategy
- Defined the brand’s unique selling proposition (USP) that sets it apart from competitors.
- Worked with Design to align with existing brand guidelines and proposed alternatives to address challenges encountered during development.
Phase 3: Design
- Facilitated multi-department collaboration (Copy, Yield, Product, Ocean & River Marketing) to insure accuracy.
- Worked with the Digital Asset Management team to obtain visual assets aligned with each itinerary, ship fleet, excursions, etc.
- Utilized Adobe Photoshop and Adobe Illustrator to design visually appealing materials.
Phase 4: Integration and Testing
- Implemented the new brand elements into the sales presentations.
- Received feedback and approval from Ocean, River, and Sales executives.
- Made applicable changes based on feedback.
Phase 5: Training and Rollout
- Developed training materials for onboard staff on how to use modular presentations effectively.
- Rolled out new presentations across all river and ocean ships.
Programs Used:
Results:
Successfully crafted and implemented evergreen sales presentations used by the entire onboard sales fleet, covering 58 river and 4 ocean ships. The revamped presentations led to an outstanding achievement, generating over $200 million in future sailings revenue in 2017.
Updated Sales Deck