The Client
Oceania Cruises is a Miami, Florida based shipping company that operates four luxury cruise ships on world-wide itineraries. It is currently the world’s largest upscale cruise line, offering high-quality dining and exotic destinations at an affordable price when compared to similar upscale cruise lines. Since April 2007, Oceania Cruises has been owned by Apollo Management.
The Challenge
Drive interest in and bookings for Summer cruises to select destinations in Europe and the Mediterranean:
- Barcelona, Spain
- Rome, Italy
- Athens, Greece
- Venice, Italy
Results
- Approx $400K in revenue generated by campaign
- Average booking revenue met target
- Campaign ROI: $12.59
Solution Overview
Because of the selected destinations and timing, former Oceania Cruises passengers were targeted that had previously sailed on a European cruise as well as segments that were modeled as highly likely to choose Europe as their next cruise destination. Creative was developed that highlighted the experiential aspects of the cruise destinations, opportunities to connect with other like-minded people and helpful tips for making a cruise vacation worry-free and enjoyable – addressing key aspects of the decision-making process for the targeted demographic segments.
