Everybody seems to like the idea of the Queen Mary. Just not enough people like the reality of it.

To change that, the drill was to find a way to position the Queen Mary as a first tier, first class destination by somehow differentiating it from ordinary hotels.

The account people were on it. They had endless meetings and strategy sessions. They held focus groups. They did quantitative and qualitative research. They brought in consultants from world renown think tanks. They burned the midnight oil for weeks on end.

And then, like the proverbial lightning strike, it suddenly hit them.

It’s a ship