Regent Seven Seas Cruises has become the first cruise brand in Australia to partner with premium retailer, David Jones, in a highly integrated campaign across multiple touchpoints, that will help raise awareness of the luxury cruise line among the department store’s high-value shoppers.
The campaign was unveiled this week in the window displays of David Jones’ flagship Sydney store.
Lisa Pile, VP Sales, Australia & New Zealand, Regent Seven Seas Cruises, said the exclusive partnership, which commenced this year, is an exciting first foray for the brand into the luxury retail space, to showcase the line’s all-inclusive, destination-immersive product.
“Cruise sentiment among consumers is more positive than ever. We are continuing to witness strong pent-up demand and a growing appetite among luxury travellers for the Unrivalled Experience that Regent offers.
“This prestigious partnership with iconic brand David Jones will create intrigue, excitement and stimulate inspiration for future voyages, cementing our commitment to providing unforgettable luxury travel experiences for our guests.
Pile continued: “With David Jones celebrating 2022 as the year of Wonderworld, there is no better time to launch this joint partnership. Wonderworld represents optimism for novel and exciting journeys ahead filled with new possibilities.
“When the David Jones flagship store opened on Elizabeth Street, it positioned itself as ‘an emporium of unrivalled grandeur, a destination in its own right and an integral part of Sydney life’. Regent Seven Seas Cruises is delighted to unveil our first ever integrated window display and in-store activation in partnership with this store.
“It is an exciting opportunity for us to introduce Regent’s unrivalled lifestyle brand and experiences onboard and ashore, which aligns with David Jones’ vision to provide quality, innovation, value and sustainability,” said Pile.
Through imaginative and immersive displays and visual showmanship, the theatrical, grand-scale windows beside the entrance on Elizabeth Street at David Jones’ flagship store in Sydney are a spectacular sight for passersby. The iconic windows will be integrated with QR codes for shoppers to scan for more information on the all-inclusive cruise line, and will be ‘live’ from now for two weeks ending, Sunday 2 October 2022.
The displays showcase a snapshot of the most captivating locales around the globe that Regent Seven Seas Cruises’ operating, including popular Mediterranean itineraries that call upon ports such as Lisbon, Rome and Malta, as well as sharing a preview of the unique dining experience onboard the cruise line’s newest ship, Seven Seas Grandeur, launching in November 2023.
The glamorous French era of the 1920s serves as the inspiration for the chic new design of the ship’s French restaurant Chartreuse, from the Chanel suit and little black dress to the Art Deco movement in Paris.
In store, David Jones has a series of digital screens to showcase the key ports visited by Regent’s luxurious fleet of ships, and its Unrivalled Space at Sea™.
On Level 7, a pop-up Regent Cruise Lounge is live for four days from Tuesday 27 September until Friday 30 September 2022, offering a relaxed and inviting concierge-style space for shoppers to enjoy a glass of champagne while they chat to a Regent Cruise Consultant about their next dream voyage.
Visitors will also learn about the inaugural visit of Seven Seas Explorer to Australia and New Zealand this summer.