Situation
- After two seasons of high repeater demand in Europe, season
three softened as repeaters sought other itineraries
- Occupancy was only 26%, 8 months before first sailing
- Discounts were not an option as markups were previously removed
Task - Identify new audience of crusiers for European itinerary
Strategy
- Deployed $4.5M campaign to drive awareness and conversion;
included print, social, email, in hotel video, search, and digital display
- Messaged trust in brand as a reason to overcome barrier of
international travel with children
- Led with taste of Disney in Europe for international audiences
Results
- After 5 months of marketing pressure, occupancy reached goal of
95%, 6 percentage points above prior year
- Revenue from international Guests was 5% above plan and offset
domestic shortfall
Little Tidbit: This is one of the campaigns that I am most proud of... I identified the actionable consumer insight, delivered strategy to address it, and influenced change to make it happen.
My role in it...
Results...
