Case Studies

Case Study #1: Automotive Marketing

HBI Advisors developed and implemented a marketing program between a premium cruise line and luxury automobile manufacturer in 2002. The program elements included:

• A direct mail campaign to 70,000 prospects for the luxury automobile, offering a free cruise when they purchased a car. Over 400 did so.
• Advertisements for the car in the cruise line's past passenger magazines.
• Display of the automobile and customer registrations at New York passenger ship terminal.
• Surveys onboard 4 cruises, yielding an average of 850 responses per cruise (a 44% response rate).

Case Study #2: Pharmaceutical Marketing

• HBI Advisors arranged a strategic partnership between a large cruise line and a major drug company.
• Under the terms of the program, its allergy medication was substituted for a leading brand on 26 of the cruise line's ships.
• Promotional material was distributed to passengers and crew in the shipboard medical centers.
• Result: $3 million in additional sales for the product directly from the cruise line, and from passengers at home.