3Sixty Digital Bristol

ABOUT

Concept-
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.

Execution -
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.

Results-
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

Date created: January 2018 2018-01-01T00:00:00+0000
Date published: 27 February 2019 2019-02-27T10:12:25+0000

MADEIT CREDITS

Celebrity Cruises Weekend Sale Event

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