Dexence

Circle Line has proudly hosted more than 60 million passengers and prides itself on being the only cruise company in New York Harbor exclusively dedicated to sightseeing. Looking for a way to enhance and refresh their passengers’ experience, the company turned to a logical choice: a mobile app. An enormous challenge facing B2C companies today is how to navigate the turbulent waters of where marketing meets technology without getting knocked off course. Often times, CMOs sit adrift in a sea of options, unsure which heading will lead them to the buried treasure of enhancing customer experience. Realizing that, how could Circle Line cut through the clutter and secure a beachhead in the battle for consumers’ attention? Circle Line thought of an interactive map with a “Follow Along” guided tour or “Take your Time” manual mode. This unique feature called for modifying NYC harbor maps with landmarks as reference points to show individual boat and passenger location in real-time.With the toughest challenge met, the team set about to rounding out the app, adding visuals of the NYC skyline as seen from Lady Liberty’s crown and content (audio and written) available in seven different languages. The app also contains maps of NYC sights, photos, videos and much more.