INTEGRATED MARKETING COMMUNICATION FOR SUSTAINABLE ENTERPRISES
Challenge: Already the leader in the luxury cruise category, Crystal Cruises wanted to increase sales to new segments of guests, while lowering costs per new guest acquisition.
With the launch of their third ship, Crystal Serenity, Crystal Cruises had a 58% capacity increase in an industry experiencing reduced demand, capacity utilization and margins.
Solution: An Integrated Marketing Communications campaign selling Crystal Serenity itineraries. To track leads, inbound calls were routed via a sophisticated, proprietary toll-free system to the line’s top travel agent partners, who paid 25% of the media. A new eCommerce ready Website was launched with direct, back office connections to longtime Crystal Cruises Travel Agencies.
Results: Generating over 7,000 high quality leads, the campaign’s cost per call was at a record low – in fact, there was a positive CPA (Contribution Per name Acquired) of over $200!
The campaign was both effective and profitable.
Crystal Cruises' loyal "Guests" are educated, knowledgeable, and sophisticated. When the brand reached out for help naming a new ship, thousands of entries poured in. The winner - Crystal Serenity.
Creating compelling daily newspaper ads targeting highest income circulations (e.g. Los Angeles Times, New York Times, Chicago Tribune, and others) Crystal Cruises was able to reach high-end prospects with specific, actionable ads with trackable reservation call-in numbers linked to Crystal's most responsible and professional agents.
Enjoying an already robust database of Crystal Cruises guests, the brand worked with the High End Market Newspapers and local list managers to send individualized direct mail to 'lookalike' urban and suburban prospects with trackable reservation call-in numbers linked to Crystal Cruises' elite Platinum Crystal Cruises Travel Agencies, whose best agents answer the calls.
Top global travel journalists have helped make Crystal Cruises the #1 Luxury (Small Ship) Cruise Line in the World year after year. Introducing the new ship, Crystal Serenity offered natural opportunities for stories in the most influential travel publications, such as the New York Times.
Crystal Cruises' marketing dept. and agency personnel have strong writing skills. And, since Crystal Cruises guests often contribute their own stories and observations, the publication of a custom magazine, The Passport, makes a great marcom vehicle for the brand and its loyal guests.
Crystal Cruises was an early adopter of Web technology, and with the introduction of the Crystal Serenity, the brand was able to launch a discrete eCommerce link on their Website. Crystal Cruises "Guests" were directly linked to the back end Internet Reservation & Booking Engine(s) of Crystal Cruises most technologically adept travel agents.
City of Hope came to our Pacific Film Foundation nonprofit seeking, in the words of their brand manager "a more sophisticated approach" to show the breakthrough research being done at COH.
We recommended a documentary film and recruited 3-time Oscar Winner Mark Jonathan Harris to co-direct the film with writer Steve Albrezzi. They created the short film (11 minutes),
A Delicate Balance.
The UCLA Alumni Association has over 400,000 living UCLA degree-holders as members. Its Alumni Travel services take alumni, families, friends, and sophisticated travelers on global journeys. We happened to be part of the Cuba Tour of 2016, which took place just after the island nation was visited by the Pope and the Rolling Stones. This short doc was filmed using our iPhones, editing by UCLA's marketing department, and posted to their Website.
Brought Lawrence Bender (An Inconvenient Truth) and thinkLA together to upgrade lightbulbs in 18 seconds.
Switzerland Tourism was the first destination management company to recognize the value of the Internet for tourism. Joe Hartnett, as the Team Leader supervising a four-agency worldwide team developed and launched the first eCommerce system for a country, featuring seven languages and content targeting 37 global markets.
PETCO brought us in to manage their burgeoning family brand, with new stores opening every month. There was also a new fast-growing Internet presence, which required a focused IMC approach. And, there were many new promotional partnerships such as this tie-in with the successful Disney feature film, AIR BUD.
We met the VP/Marketing of Discovery Network and told her about the 'signature' Tahiti Tourisme experience of "Shark Feeding." This led to a multi-year promotion involving Sweepstakes, in-store and online promotions, thousands of commercials featuring Tahiti, and a six figure database.
Joe Hartnett served as volunteer chair of the American Cancer Society's smoking cessation event in California, partnering with Pepsi and Taco Bell to reach high school students just beginning to smoke.
When homebound senior patients call 911, Medicare costs skyrocket. Seeing a physician earlier keeps patients healthy and lowers costs significantly. We helped startup Inspiris market their Medicare "test contract" which sends doctors into the home.
FREEZE FRAME TAHITI
FREEZE FRAME SWITZERLAND