Occupying prime space at Sydney’s legendary David Jones city store, Regent Seven Seas Cruises has become the first cruise line to partner with the Australian retailer.
Unveiling a highly integrated campaign this week at a breakfast on Level 7 of David Jones, the Regent Seven Seas team discussed the partnership to help raise awareness of Regent across the department store’s high-value shoppers.
Three branded windows on Elizabeth Street, opposite Sydney’s Hyde Park, have been themed to serve as a snapshot of some of the ports of call in the Regent Seven Seas global itineraries to such destinations as Lisbon, Rome and Malta, as well as a preview of the dining experience onboard the cruise line’s newest ship, Seven Seas Grandeur, launching in November 2023.
“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,” said Lisa Pile, Vice President Sales, Australia & New Zealand, Regent Seven Seas Cruises.
The windows have been integrated with QR codes for shoppers to scan for more information on the luxury, all-inclusive cruise line. The windows will remain in place until Sunday 2 October 2022.
In-store, until Friday 30 September, a pop-up Regent Cruise Lounge is live for four days from Tuesday 27 September until Friday 30 September 2022 on Level 7, where a concierge-style space is available for shoppers to enjoy a glass of champagne while speaking with a Regent cruise consultant.
Coming up in 2023
Luxury Travel attended the launch breakfast where Andrea DeMarco, Chief Sales and Marketing Officer, visiting from the US, was in attendance, along with Steve Odell, VP and Managing Director, Asia Pacific.
Both spoke about what’s coming next year and beyond for the luxury cruise line and the trends they are seeing among their luxury cruise guests.
Travellers are looking for immersive explorations and are booking a broader range of destinations in the past. There is a higher-than-average spend now coming from Australian travellers, with longer voyages more in demand and the upper category of suites selling first.
“The time for luxury is now,” said Andrea DeMarco.
“Travellers want vacations for longer, more exotic destinations and they are willing to trade up and treat themselves,” said Andrea.
The cruise line, celebrating its 30th year in 2022, will welcome Seven Seas Explorer in the port of Sydney on 29 December this year during its inaugural visit to Australia and New Zealand this summer.
The cruise line’s newest ship, Seven Seas Grandeur, will launch in November 2023 with capacity for 732 guests. On board, its 1920s-style French restaurant Chartreuse, will be the largest specialty restaurant at sea.
With 2023 voyages nearly two thirds sold, guests can look towards the recently launched 2024-25 Voyage Collection and its 160 new voyages encompassing every continent in the world, from Africa and Arabia, North America and Europe, then closer to home with Asia, Australia and New Zealand.