Created by the Redpill agency and under way since February 27, the wide-ranging campaign centres on CFC’s philosophy. It will run for 10 weeks on the main French TV national channels, TF1, France 2, France 3 and France 5, whose audiences correspond to the company’s target market: those aged 55 and over, with a culture/leisure profile.
The channels are available in Belgium and Switzerland, too.
The TV campaign includes spots, series and program sponsorship. A national and regional advertising campaign spanning daily newspapers, weekly and monthly magazines plus posters will also be rolled out.
Regarding French-speaking Canadians in Quebec, CFC hired Frenchman Nicolas Bilek (ex-Ponant) as official commercial representative in charge of developing partnerships with the local and network agencies.
Francophile passengers welcome
To satisfy requests coming from non-Francophone passengers, menus in English will be provided on a permanent basis and the mainly digital daily logbook translated from 20 passengers (10 double-occupancy cabins.) Some TV channels in English should also be available. ‘International Francophile and non-Francophone clients are of course welcome on board Renaissance,’ Compagnie Française de Croisières’ GM Cedric Rivoire-Perrochat explained. ‘All our staff and crew members speak French, of course, but also have to speak English. However, the official language on board for entertainment, conferences and shows will be French, in order to offer all our passengers a true experience of the French Art de Vivre.’
Special inaugural prices
Special inaugural prices are available until March 31 on a selection of cruises from Le Havre (between May 14 and September 3) and Marseille (from November 11 to December 9), including on cabins. The line will offer a discount of up to 50% for the second passenger, as well as 50% for the third and fourth passengers sharing the cabin of two adults. Drinks packages will also be reduced by up to 20%.
Dry dock/inaugural itinerary
Co-founded by Rivoire-Perrochat and Clément Mousset, president of the cruise line, CFC is a Marseille-based start-up which envisions a modern and all-French premium version of the traditional croisières à la française, sailing exclusively from Le Havre and Marseille on mainly 12-day varied itineraries and catering to travellers seeking discovery, culture and time to enjoy the ship.
Currently in dry dock at Damen yards in Brest for a technical refit, makeover and upgrade under the supervision of Tomas Tillberg Design, Renaissance is scheduled to be christened on May 9 in Le Havre. Its inaugural cruise, ‘Celtic Rhythms and Legends,’ will leave on May 14 and charts Ireland and some of the British Isles. Renaissance will then head to Denmark, Sweden and the Netherlands from May 28 to June 11.
100 cabins for solo travellers, no additional supplement
Under the French flag, the ship (ex-Maasdam of Holland America Line) can host 1,100 passengers and 560 crew. The accommodation consists of 80% outside cabins. Some 100 cabins will be dedicated to solo travellers all year round without any supplement in the inside, outside and balcony categories.