Challenge: Struggling to stay afloat.

Peter A. Mayer Advertising was Delta Queen Steamboat Company’s agency of record for 20 years. But when the tourism industry took a big hit following 9/11, even 100-year-old companies with loyal customers, like Delta Queen, struggled. After declaring bankruptcy in 2001, the company was bought by Delaware North Corporation (DNC). In 2003, Peter Mayer was brought on board again as a trusted partner.

Strategy: A river view.

DNC and Peter Mayer set aggressive goals for 2004. Though Delta Queen courted the same customers as the large players in the competitive U.S. cruise market, the company lacked the marketing budget to compete directly. A Delta Queen cruise was different from a blue water cruise and we decided to play that up, developing a brand steeped in Americana and the golden age of steamboats. Our research and updated brand positioning led us to a campaign that we knew would resonate with our target audience: “America’s a Great Land. Come See It From the River.” National travel and lifestyle publications were a clear choice, allowing us to pair advertising with editorial, build awareness and drive inquiries. Our media team was able to negotiate a plan that was, on average, 30-40% less than the rate card.

Results: Full steam ahead.

Just a year and a half after coming out of bankruptcy, Delta Queen surpassed all of its marketing goals by a significant margin. Sales increased by nearly $20 million, which was more than double our goal of a 16% increase over the previous year. And Delta Queen customers regained confidence in the brand; by the end of 2004, 59% of sales on the books were for cruises in 2005, surpassing our goal of 50%. The campaign was so successful that Delta Queen was acquired by Ambassadors International, Inc., and consolidated into its worldwide cruise operations, Majestic America, in 2006.