The Client
Celebrity Cruises is a cruise line founded in 1988 by the Greek Chandris Group. In 1997, Celebrity Cruises Ltd. merged with Royal Caribbean International. The signature “X” displayed on the funnel of Celebrity ships is the Greek letter chi, for “Chandris”. Common features on board Celebrity brand ships are aft-glass dining rooms, formal foyer areas, alternate dining venues, balcony and suite staterooms, large pools and lounging areas, signature bars and lounges, libraries, elegant spas and gyms, and relaxation areas.
The Challenge
Drive interest in and bookings for Summer cruises to Alaska.
Results
- Approx $500K in revenue generated by campaign
- Average booking revenue exceeded goal by 119%
- Campaign ROI: $17.15
Solution Overview
Previous Celebrity cruise passengers that had sailed on an Alaskan itinerary were targeted, as well as customer segments within the database that were modeled as highly likely to consider Alaska among their next cruise destinations. Due to the small size of the customer database, additional lists of prospective cruise passengers fitting the targeted profile were acquired and used for this campaign also. Creative was developed that showcased the experiential aspects of the cruise destination as well as the intimate, romantic atmosphere of the Celebrity cruise ships. Vessel, itinerary and cabin options were featured as well as helpful tips for making a cruise vacation worry-free and enjoyable to address key aspects of the decision-making process for key demographic segments.
