Celebrity Cruises Weekend Sale Events — Microsite Share: 3Sixty Digital Score Case study score 5.0 Date Published 20 March 2019 Reading Time 2-Minute Read Celebrity Cruises are a premium brand who needed a sales boosting destination campaign that incentivised, whilst protecting the brand. Read Client Review The Situation 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. Drive Sales 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. The Solution 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 Video Frontend and backend build Quality assurance testing The Results 139% increase in page views 266% increase in the number of sales 307% uplift in product revenue Related Case Studies "Awaiting client review" Celebrity Edge Microsite "Awaiting client review" Celebrity Cruises Change cookie settings Close GDPR Cookie Settings Privacy Overview Strictly Necessary Cookies 3rd Party Cookies Cookie Policy Privacy Overview This website uses cookies so we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognizing you when you return to our website and helping our team understand which sections of the website you find the most interesting and useful. You can change your cookie preferences by navigating the tabs on the right-hand side. Note: The 3rd party cookie for Google Analytics cannot be turned off, as the data collected is entirely anonymous and used for internal performance tracking. Strictly Necessary Cookies Strictly Necessary Cookies should be enabled at all times so we can save your preferences for cookie settings. If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again. Enable or Disable Cookies 3rd Party Cookies This website uses Google Analytics to collect anonymous information such as the number of visitors to the site and the most popular pages. Disabling 3rd party cookies will not disable Google Analytics, as this data is anonymized and only used for internal recording and performance tracking. Additionally, we use various cookies such as Facebook pixel for ad serving, FreshChat for chat support, Hotjar for optimizing user experience, and others, which will be turned off by disabling 3rd party cookies. Keeping 3rd party cookies enabled helps us improve our website and service. Enable or Disable Cookies Please enable Strictly Necessary Cookies first so that we can save your preferences! Cookie Policy More information about our Cookie Policy