Bloommiami Targets Onboard Brand Activation

The Whisky House aboard Celebrity Equinox

Bloommiami is looking to build upon its onboard consumer experiences on cruise ships, which range from fully integrated stores aboard to window displays, in partnership with leading brands.

“Cruise activations are effective for two reasons: there is a captivated audience seeking experience-driven entertainment, and passengers are onboard for several days providing the ability to share their experiences with other passengers, thus creating more awareness and likelihood for additional visits,” said Darin Held, partner at Bloommiami. “The relaxed mindset of passengers while cruising is also conducive to trying new things and perhaps embracing new brands.” 

The company is a retail-focused design and production agency.

“Cruise activations and branded merchandising solutions can be externally effective at brand amplification while adding to the passengers’ cruise experience. In many cases, the brands assume the cost for the brand intervention and the results are always positive. We have seen this formula successfully executed by cosmetics, jewelry, spirits and restaurant brands,” said Held. 

The company said it specializes in injecting “storytelling touchpoints into brand experiences through sensory details including tactile materials, logo integration, storytelling props, and product glorification.”

For example, onboard Celebrity Equinox, the firm recently launched the The Whisky House at The Lawn Club, a full whiskey lounge solely dedicated to Diageo products. The lounge was set in an environment with storytelling elements and brand ambassadors were on-hand to educate passengers about the products and provide tastings of the whiskey varieties.

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