Opportunity
Hornblower is a global leader in experiences on land and water, with offerings that span ferries, overnight cruises, and tours around the world. Within that portfolio, City Cruises delivers dining, sightseeing, and private events on the water in major cities.
Post-COVID, City Cruises faced a familiar challenge with unfamiliar stakes: defining its audience. Positioned as “a little something for everyone,” the brand struggled to stand out in a crowded leisure landscape. Locals and tourists alike had endless options—and few compelling reasons to choose a boat over more familiar on-land experiences.
Insight:
To win attention—and repeat visits—City Cruises needed to be more than a pleasant outing. Each cruise had to feel like a distinctive, story-driven way to experience the city itself, giving guests a clear reason to choose the water and come back for more.
Solution
We launched City Cruises Live—a flexible platform designed around passions, not demographics.
By tailoring experiences to specific interests and communities, City Cruises transformed from “something for everyone” into “something uniquely for you.” The new offering gave each cruise a clear point of view, a stronger cultural connection to its city, and a reason for guests to see the brand again—and differently.
