Insights for Destination & Leisure Marketers

Retro Ad Of The Week: Matson Cruise Line, 1949

cruise line marketing

With a destination as snapshot-worthy as Hawaii, it’s interesting what Matson chose as its main visual. While there is a photo of Hawaii, the main visual is a scene from the voyage. Since this ad was featured in National Geographic, you’d think an image rooted in the natural beauty of the islands might be more fitting.

Matson takes a different route, differentiating themselves as a cruise line where the voyage isn’t just transportation. On board, you could meet interesting, like-minded people in surroundings parallel to none. With an array of enjoyable things to do along the way, the destination is just the cherry on top.

FUN FACT: Over Christmas in 1934, Amelia Earhart was a passenger on the Lurline from L.A. to Honolulu. She brought with her a Lockheed Vega airplane, which was secured on the deck. [Source: Cruise Line History]