Shortly before hiring Rattle, BHC had re-purchased its family heirloom cruise business from construction conglomerate Modern Continental. Looking to break out of the local harbor excursion crowd the newly re-minted owners remembered an ad Rattle had created years prior for The New England Aquarium and called NEA for our name and contact info.
Our original assignment was simply to design BHC’s new thrillboat, Codzilla. With its hairpin turns, adrenalin-pumping speeds and expressive graphics a Boston icon was born.
A varied product portfolio however, demanded a varied communications mix, giving each cruise type space to breathe and thrive, maximizing appeal to different target audiences.
Driving top-of-mind awareness with a peak-season media buy featuring television, radio, outdoor and online, BHC reaped immediate dividends with increased ridership.
No Boston attraction would fulfill its potential without a strategic mix that targets regional day-trippers, commuters and out-of-town tourists.
Paying off the broad awareness mass media was an online engagement program including a state-of-the-art website, 300% Return on Ad Spend search engine marketing campaign and viral growth social media.
Driving likes, visits and sales to BHC’s bottom line, culminated in their distinction as the largest privately held passenger ferry company in the country.