Celebrity Cruises are a premium brand, providing big discounts and a site full of red ‘sale’ banners just isn’t good for business. Yet there is a business imperative to drive interest and push sales to key target itineraries, perhaps those behind target, or those of strategic importance. Sitewide discounts could devalue the brand, or if repeated enough, could reduce sales numbers during non sale periods.
We needed a mechanic that incentivised, whilst protecting the brand. A campaign that drove awareness, that captured interest and that provided a strong ROI. This campaign needed to focus on specific regions/territories aligned to business strategy.
Top 3 project objectives
Showcase destination contentWe 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 salesCelebrity 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 buzzFor 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.
We created a HTML microsite template which we then tailor 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.
What we did
Frontend and backend build
Quality assurance testing
“3Sixty regularly create these beautiful, immersive, destination focused campaigns for us which really engage our customers with our product.”