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.

Top 3 objectives -
Showcase destination content
We needed to showcase the opportunities that exist for cruisers within each port, city and region. Each stop off, or stay over, provide travellers with the opportunity to explore. Our job was to showcase the key highlights for this exploration; beautifully described and visually striking.

Drive sales
Celebrity have target sailing figures for each region. 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.

Create a buzz
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 pick up the share the content, to get excited and if they aren’t booking online/over the phone, then to walk into a travel agents 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.

What we did -
- Visual design
- Copy creation
- Video
- Frontend and backend build
- Quality assurance testing

Results-
Since the campaign launch, Celebrity have had amazing results:

139% increase in page views
266% increase in number of sales
307% uplift in product revenue