Issue:
Hornblower was expanding its portfolio of products, therefore our company was in dire need for a new structural and organizational change.
Solution:
We would restructure our entire company's framework to allow our customers to better understand all new and old product offerings. We would do this by launching an entire new company rebrand.
Process:
1.) The CMO (Chief Marketing Officer) launched the new plan of the entire new company rebrand and provided us a 2 month turnaround time to launch.
2.) I then partnered with our 18 ports within the Cruises and Events vertical to set timelines and discuss fleet wide rebrand goals.
3.) Managed communication between internal stakeholders and external suppliers to drive rebrand initiatives.
4.) Collaborated with designers and agencies to mock-up rebrand collateral and to deliver final art files to our vendors and partners.
5.) Led two weekly meetings throughout the duration of the rebrand that included all fleetwide marketing teams. These meetings ensured that we stood on track with our goals for the rebrand and resolved any underlying setbacks for the week.
Monitoring & Controlling:
The marketing material across the fleet that needed rebrand updates included vessels, ticket booths, uniforms, food & beverage collateral, marine collateral, sales collateral, call center scripts, and more. Through my project management system and active communication, I was able to ensure that each and every one of these executions were on track and being met. Keeping consistent communication between our internal marketing teams (18 ports) and vendors was done on a daily basis to ensure that our new marketing material was top quality and reaching deadlines.
Results:
Hornblower is now known as CityExperiences. Likewise, the Cruises and Events vertical is now broken into two new verticals called CityCruises and CityFerry. We reached huge company wins for completing this massive rebrand during COVID-19 and in only 2 months. You can now see the success of this rebrand at CityExperiences.com.
