Miami, FL - March 28, 2008 - Regent Seven Seas Cruises recently announced their choice for the company’s advertising campaign, selecting Diaz & Cooper, based in South Miami, Florida, to lead the luxury line’s next marketing campaign.
“All of the agencies that participated turned in fantastic work; however, the fresh, imaginative approach that Diaz & Cooper took stood out, not only within the company, but also with our focus groups,” noted Andrew Poulton, Director, Strategic Marketing for the luxury cruise line. “Internally, everyone loved the look of the concept and their ability to visually communicate our tagline, "Luxury Goes Exploring.”
Diaz & Cooper won the account over several local competing agencies, including such established heavy-hitters such as Tinsley Advertising and Turkel Marketing. The two finalist campaigns were tested with focus groups comprised of past Regent Seven Seas Cruises guests and members of the Regent Luxury Innovation Community – repeat guests that have elected to return to the cruise line to provide input that helps shape the future of the line. Diaz & Cooper’s dream-like concept resonated with the target audience and captured their imagination.
“There are countless things that set us apart from the competition; most importantly, we have the experience to properly address the target, and the youth and dynamism to create brand new emotional connections. Our strategy for Regent Seven Seas Cruises was based on solid research and market knowledge; we believe statistics and facts can translate into creativity,” explains Otmara Diaz-Cooper, co-founder of the Miami-based firm.