In House: Hornblower Cruises
A dedicated group of citizen scientists love whale watching, go frequently, and collect data for NOAA. But how do you keep them cruising on Hornblower, not the competition?
Hornblower’s proposed loyalty program, “Blubber Club,” is the answer. Members are socially conscious, of all ages, very active, very smart, and enjoy the outsider status that comes with arcane knowledge. Reverse chic is integral to the appeal.
Promotional items included a line of T-shirts, fleece jackets, and a leather-bound log book members used to record crucial details of sightings such as time, weather, species, number, and swimming direction.