Celebrity Cruises are a premium brand who came to us with a business imperative to drive interest and push sales to key target itineraries; those behind target or of strategic importance. We knew providing big discounts, a site full of red ‘sale’ banners and site-wide discounts could devalue the brand, or if repeated enough, could reduce sales numbers during non sale periods. So we needed to think of a mechanic that incentivised, whilst protecting the brand. A campaign that drove awareness, captured interest and provided a strong ROI.
In short, we wanted users to fall in love with the idea of visiting specific destinations, so much so that they ordered a brochure or better still, booked a trip. We wanted to incentivise action and drive urgency.
For the campaigns to be a success, we wanted people talking about the destinations. This meant regular and engaging content through a range of channels. We wanted users of the microsites to share the content, to get excited and if they aren’t booking online/over the phone, then to walk into a travel agent’s asking about going on a Celebrity Cruises adventure.
We created a HTML microsite template which we then tailored to each regional content. The mechanic is a monthly sale, typically at the end of the month, lasting for just a couple of days, showcasing a specific country or region. The campaign solutions are always video and imagery rich and are used to help inspire users. We couple this engaging content with a limited time offer, typically an upgrade or value add. Along the process we also created banner advertisements as well as email designs.
Since the campaign launch, Celebrity have had amazing results:
1000x jump in region specific sales
2000% uplift in targeted itinerary views
Boost in footfall into travel agents
Increase in brochure requests and newsletter sign ups