“Everyone looks and talks the same
in the luxury cruise market.
How should we stand out?”

Repositioning and differentiating APT River Cruises & Tours
within its ultra-competitive market.

Primary research, positioning, TV, print & digital activation.


Established a distinctive style and ownable position for APT in the UK.
Succinctly communicated the brand for consistency amongst internal departments.
Elevated comms above the market noise.
Improved response and conversion rates from media.
Also became a platform for communicating and differentiating APT amongst crucial (and previously confused) trade buyers.


Australian-owned APT River Cruises are a market leader in Australia, but were relatively unknown here. They needed to establish themselves in the UK against competitors that were outspending them by up to 10:1. And with the global river cruise market in rapid growth, the opportunities were huge.

Step 1: Our in-house market research division, Mint:Lab, evaluated the river cruise sector in detail. Reviewing the market and brand positionings of APT and its competitors, and undertaking data re-analysis to understand more about APT’s customers.

Research then followed using a combination of quantitative and qualitative techniques to better understand existing and potential customers.

Insight: Amongst the different audience groups, we gained an in-depth understanding of their expectations, influences, information needs, and even executional do’s and dont’s. As well as a deeper understanding of their satisfaction and the likelihood of repeat bookings.

One of several focus groups
(faces pixelated to maintain the privacy of respondents) 

The new UK positioning. Developed following the testing of 3 alternative strategies.

Highly targeted TV ad – aired via Sky Adsmart and VOD.


By really understanding the audience’s major motivations and expectations, we created the new ‘Delight in every detail’ positioning as the basis for a new creative platform, and to help guide their future marketing plans. 


Driving awareness, enquiries and leads: Including a highly targeted (and cost effective) TV ad via Sky Adsmart, with a playout that supported new press and digital advertising in key titles. We also created a library of key assets and marketing templates for APT to use longer term. (Whilst also having to retain the global identity and logo).

The ‘Delight in every detail’ idea is illustrated via striking macro photography of objects relevant to each destination. Balanced with product info and call to action.