AIDA Advent Calendar 2025: Cruise Line’s Dual Strategy for Christmas

The new, physical Advent calendar is a special highlight. In the signature AIDA kiss mouth design, it features 24 doors filled with surprises—from branded items and culinary delights to beauty products. It even includes a liqueur, which is why the calendar will only be shipped to individuals over 18. With a price of €139.00 and a limited pre-order discount of 10% (€125.10), AIDA is positioning it as a high-end collectible aimed at its most loyal fans.

In contrast, the well-established online sweepstakes serves as a free marketing tool. Those who want to participate only need to register with some basic information, giving them a chance to win attractive prizes like travel vouchers. This strategy helps AIDA acquire new contacts and promote the brand to a wider audience.

The combination of both promotions shows how AIDA cleverly segments its target audience. While the online sweepstakes appeals to a broad group, the physical calendar is designed for those who are willing to pay for their passion for the brand.

Community reactions to the new calendar's price have been mixed, indicating that the cruise line is charting a new course and testing its customers' willingness to pay. But it is precisely this innovation—a high-quality premium product complementing a successful marketing tool—that makes the AIDA Advent Strategy 2025 so unique and an inspiration for other providers in the cruise sector.

A detailed unboxing video of this calendar will be available on our YouTube channel etwasmeerzeit as soon as it is delivered. You can find the channel at https://youtube.com/@etwasmeerzeit.