Client: Crystal Cruise Lines/All Cruise Travel
Campaign: Alaskan Cruises
Challenge: Increase passenger bookings on a high-end cruise line
Chosen the Best Large-Ship Cruise Line for 16 years by the readers of Condé Nast Traveler, this 6-star luxury cruise line specializes in smaller passenger sizes, exceptional service, personal attention and much higher prices than competitors. The goal was to brand this experience and justify a nearly 3-fold competitive difference in pricing for a 12-day Alaskan cruise.
Solution:
- Created a special wine cruise with radio & travel personality Mike Cleary
- Brought in vintners Gloria Ferrer & Michel-Schlumberger who provided wine and expertise for the cruise
- Set up several evening tasting & discussions during the cruise
- Utilized the power of on-air personalities on several stations to brand the Crystal experience and promote the wine emphasis
- Built a mini-site to promote partners
- Created a sweepstakes to provide additional on-air and interactive exposure for the campaign and collect database
- Utilized the station Websites and newsletters to promote the sweepstakes
Return On Objective:
- Between all Innovative stations, over 200 listeners booked the cruises at prices as high as $4,000. At a 50% return rate, the ROI has been substantially increased over time.
- Collected a database of 7,500 names, with 67% opting in to receive future package information.
- Of the opt-ins, 38% indicated they were going to take a trip within a year. Several hundred did.
