Creative was a range of brand and promotional messages appropriate to each digital channel on Search, Social, and Programmatic buys as well as higher impact custom creative designed to create desire to book a cruise or to book specifically with Celebrity Cruises.

Implementation: We built a DMP internally with target and media inputs culled specifically for Celebrity Cruses and aligned against bookings, sales, and revenue projections/current levels. This was further defined by market and destination, received from client, as well as other inputs included booking type, calculation rates, time to sail, price, destination and seasonality. Price to Demand Elasticity was also calculated to optimize pricing as a factor to drive actual demand and optimize media allocation.

Media Channels and Integration: Media utilized included digital video, social, intent and programmatic. Integration between our system and the client’s was accomplished via a tailored Dashboard. This system was customized by recipient (e.g., sales, vs. marketing) and communicated via automatically generated emails updating and highlighting status.

Timeline: Although the ability to book goes up to sail date, our timing was to achieve full bookings before April.

Scale: This was a national effort with regional heavy ups.

During the timeframe, over 500 million impressions were served to qualified cruise prospects in digital media alone.

Our system was operational over five months yielding incremental actual bookings over projections by 15%.