Background:
Genting Cruise Lines is celebrating its 25th anniversary this year. This campaign was aimed at helping consumers better understand the brand and its past – how it has grown over the years with flagship line Star Cruises and added Dream Cruises and Crystal Cruises to emerge as an international cruise operator with three major brands.
We suggested working with a newspaper with a high circulation and distinctive features for readers to generate a buzz and help Genting interact with consumers.
The special spread that took over Apple Daily for a day consisted of
- A full front sheet, consisting of the front/back covers and inside back/front pages – total 4 pages
- Inside ad pages in the “A” edition of Apple Daily – total 4 pages
- Reader activity x 6 days
Cover sheet (front and back covers)
Cover sheet (inside front and back pages)
Four inside pages in Apple’s Daily’s first section in one of its daily editions
Reader Activity
Special draw for Apple Daily readers
‘Read Apple Daily for a Chance at a Cruise’
Step 1: Cut out the ‘Apple Daily’ logo at the
top of the front page of the promotional spread.
Step 2: Fill out the special draw form and send
it along with the logo to Apple Daily.
Step 3: Special drawing held
