DALLAS Peter A. Mayer Advertising breaks a national campaign next month for Delta Queen Steamboat Co. that touts the client's themed vacations and targets emerging baby boomers between the ages of 50-55.
The work for the client is the first since the New Orleans agency reclaimed the business last May. Mayer had previously worked on the account under different management from 1986 through 2001.
According to Josh Mayer, creative director for the agency, Delta Queen is trying to offer vacation packages that cater to its niche market—those 65 and older, but also meets the needs of a new emerging group of baby boomers—those between the ages of 50-55.
"We're dialing back the age of Delta Queen's target audience to lock in a whole new group of customers," said Butler Burdine, an account supervisor for the shop. "The younger crowd wants a vacation that fits them and their needs. They want to be in control."
The largely print effort highlights many of the client's themed vacations, including travel packages entitled Civil War, A Native American Celebration, Southern Culture and History of Steamboatin'.
One ad, which incorporates photographs of a Delta Queen boat and happy families, states, "Feeling more like the Osbournes than Ozzie & Harriet? You need a 'Riverbonding' adventure." Another features similar images with the copy, "America is a great land. Come see it from the river."
The campaign also introduces the New Orleans and Riverboat Adventure Week, whose maiden voyage is April 12. Included in the price of a three-four night riverboat trip is a three-four night stay in New Orleans. With a variety of hotels, restaurants and excursions, travelers can customize their New Orleans experience, the shop said.
Print will break in lifestyle publications such as Martha Stewart Living, Conde Nast Traveler and Time Gold, a monthly aimed at readers over 50 years old. Direct mail, interactive and trade print are other components of the effort. Campaign spending is undisclosed.