Celebrity Cruises are a premium brand who needed a sales boosting destination campaign that incentivised, whilst protecting the brand.
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 itineraries behind-target, or those of strategic importance. Sitewide discounts could devalue the brand, or if repeated enough, could reduce sales numbers during no 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 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 travelers with the opportunity to explore. Our job was to showcase the key highlights for this exploration; beautifully described and visually striking.
Celebrity has 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 agency asking about going on a Celebrity Cruises adventure.
We created an 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
- Visual design
- Copy creation
- Frontend and backend build
- Quality assurance testing
- 139% increase in page views
- 266% increase in the number of sales
- 307% uplift in product revenue