Celebrity Cruises - 21.02.2020

Wonder

AWAITS

Today’s

AGENDA

one: two: three: THE CURRENT STATEOF PLAY THE PLANOF ACTION four: Q&A

OUR SOLUTIONANDGUIDINGPRINCIPLES

One:

THE CURRENT STATE OF PLAY

Celebrity

CRUISES ARE CARVING OUTANICHE INCRUISING INACATEGORYOF ONE.

Our

AUDIENCE LOVE TRAVEL FORALL ITS LUXURIES

Luxury is an everyday lifestyle choice rather than a big decision. Their holidays are indulgent, but understated as apposed to flashy. They will not compromise on the experience they expect.

Exclusive Enthusiasts

Holidays are a time to relax and indulge and very important to this group. As such they do not like to take risks and prefer to stick to familiar things. Win their loyalty and they will stay with you forever.

Reassured Repeaters

These guests are more adventurous, looking to embrace and explore new experiences and cultures, and will happily pay to do so. They are more impulsive Luxury Lovers than other segments.

Worldly Wanderers

Luxury holidays are for special occasions, saving up to splash out on something more memorable. It is important that luxury experiences both make them feel good and look good to others.

Status Sharers

Source: Celebrity Cruises Segmentation 2018

But

ARE VARIEDWHEN ITCOMES TOHOWTHEYDEFINE IT

Luxury is an everyday lifestyle choice, rather than a big decision. Their holidays are indulgent, but understated as apposed to flashy. They will not compromise on the experience they expect.

Exclusive Enthusiasts

Holidays are a time to relax and indulge and very important to this group. As such they do not like to take risks and prefer to stick to familiar things. Win their loyalty and they will stay with you forever.

Reassured Repeaters

These guests are more adventurous, looking to embrace and explore new experiences and cultures, and will happily pay to do so. They are more impulsive luxury lovers than other segments.

Worldly Wanderers

Luxury holidays are for special occasions, saving up to splash out on something more memorable. It is important that luxury experiences both make them feel good and look good to others.

Status Sharers

Source: Celebrity Cruises Segmentation 2018

We

HAVE SEEN BRANDANDCATEGORY AWARENESSGROW

70% BRAND AWARENESS YTC LUXURY LOVERS

60%

44% Celebrity Cruises

50%

40%

30%

20%

10%

0%

Source: Hall & Partners: The Hub

With

EVENTHROUGH ECONOMIC UNCERTAINTY, THE MARKET CONTINUES TOREMAINATTRACTIVE. INTERESTTURNING INTOACTION

…WITH THE VALUE OF THE MARKET RISING EVEN FASTER

…THE VOLUME OF CRUISE HOLIDAYS IS FORECASTED TO GROW

5,000

3

Mintel forecast (£m) 3.949 Best case (£m) 4,241

Mintel forecast (m) 2.46 Best case (m) 2.77 Worst case (m) 2.15

(m) 2.01

2.5

4,000

(£ m) 3,063

Worst case (£m) 3,417

2

3,000

1.5

2,000

1

1,000

0.5

0

0

Actual

Forecast

Actual

Forecast

Source: Mintel Cruises, February 2019

challenges

THEREWILL BE

People

THERE’S AMISCONCEPTION OF WHATTHE BRANDTRULY STANDS FOR. STRUGGLE TODEFINE CELEBRITYCRUISES

a general perception of cruising that it lacks exclusivity, is impersonal, crowded and perceived as being for older people.

+ COUPLED WITH…

+ FOR THOSE THAT…

cruises could appeal to, the association with luxury often highlights perceptions that it’s traditional and formal.

With

MARKETGROWTHHAS COME

…MORE COVERAGE (different routes to market)

…MORE PLAYERS (raising the bar)

…MORE SHIPS (keeping everyone on their toes)

2020 Scarlet Lady Celebrity Apex

Crystal Endeavour P&O Cruises Iona Spirit of Adventure Enchanted Princess Mardi Gras MSC Virtuosa Odyssey of the Seas 2021 Discovery Princess Wonder of the Seas Valiant Lady

And

TOTOP ITOFF

…MORE SPEND (cruise marketing £)

…WITH AGENTS SHOUTING LOUDER (split of marketing £ - Agents vs Liners)

20% 30% 40% 50% 60% 70% 80% 90% 100%

£140,000,000

£120,000,000

£100,000,000

£80,000,000

Liners Agents

£60,000,000

£40,000,000

£20,000,000

0% 10%

£0

2015

2016

2017

2018

2019

2015

2016

2017

2018

2019

Source: Nielsen Ad Dynamix

Two:

OUR SOLUTIONAND GUIDING PRINCIPLES

game changers

INTHIS SEAOF SAMENESS

WE HAVE OUR

EDGE CLASS

EDGE CLASS

FLORA

THE RETREAT

EDGE CLASS

FLORA

THE RETREAT

EDGE CLASS

THE REVOLUTION

FLORA

So

FAR, THESE STORIES HAVE HELPED MESSAGINGCUTTHROUGHAND BUILDAWARENESSOF THE BRAND

BUTTHERE IS NOWADISTINCT NEEDTO FOCUS EFFORTS ONCONSIDERATION ANDUNDERSTANDING.

24

Source: Hall & Partners knowledge Hub

We

NEEDA PLANTHAT ENSURES THESE STORIES ADDRESSOUR AUDIENCE AT EVERYSTAGE

NTB

YTC

Cruising is a holiday option for me

Celebrity is the brand for me over any other

THINK

Inspired by the innovation, luxury and purpose of Celebrity

Excited about cruising

FEEL

Book it with Celebrity Cruises

Book it with Celebrity Cruises

DO

each channel

ANDWE PLANTODOTHIS BYGIVING

A ROLE AND PURPOSE

BYTHINKINGOF MEDIAAS ‘ENVIRONMENTS’ THAT APPEAL TODIFFERENT moments ACROSS THE consumer journey

Awareness

WILL BEMOST EFFECTIVE WHENUSEDAS A ‘TRIGGER’ CONSUMERS ARE ATTHEIRMOST PASSIVE; OUR GOAL IS TOBUILDMENTAL AVAILABILITY.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

OOH

VIDEO

RADIO

Consideration

CHANNELSWILLWORK TOHELP ‘EDUCATE’ TAKE ADVANTAGE OF THE HIGHER DWELL TIME, AS MEDIA IS GENERALLYCONSUMEDMORE ACTIVELY.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

DRTV

OOH

VIDEO

RADIO

SOCIAL MEDIA

DIGITAL DISPLAY PRESS & MAGAZINE DISPLAY

INSERTS & MAIL

Primed

AUDIENCES ARE ACTIVATED FURTHERDOWNTHE JOURNEY IFWORK IS DONE ATTHE EARLIER STAGES, OURMESSAGES CAN CONVERTCONSIDERABLY EASIER.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

DRTV

OOH

VIDEO

RADIO

SOCIAL MEDIA

DIGITAL DISPLAY PRESS & MAGAZINE DISPLAY

INSERTS & MAIL

DISPLAY RETARGETING

Awareness = Trigger

SEARCH

Consideration = Educate

EMAIL PRESS CLASSIFIED

Activation = Action

add value

BUTWE NEEDTOTAKE THIS UP A LEVEL.

WHERE CANWE

AND

MORE CLEARLYDEFINEWHATWE OFFER?

RATHER THAN FOCUS ON REACHAND FREQUENCY ALONE, LET’S SHIFT EFFORTTO FINDINGTHE RIGHT PEOPLE INTHE RIGHT FRAME OF MIND.

guiding principles…

THROUGHTWO

High

ATTENTION

&

COMPETITION ATTENTION

COMPETITION

Our competition isn’t so much other brands, it’s people’s lives. People care less than we think and most often don’t want to give brands their attention.

How do we find people when they are most willing to give time?

Premium

CONTEXT

MEDIA HAS THREE KEY COMPONENTS: 1. The audience receiving the message.

2. The channel or platform on which they are receiving it.

3. The context in which it is being received.

RESEARCH HELPS US PROVES THE VALUE OF CONTEXT Campaigns in premium environments (vs non-premium)

+10.5% Brand awareness

+19.2% Stronger ad recall

+9.7% Brand perception

Source: Newsworks – the value of quality 2018

Celebrity

CRUISES’ STRATEGYONE-PAGER

THE CRUISE MARKET = VOLUME + PLAYERS + SPEND + AGENTS CUSTOMER = WHAT IS LUXURY?

CHALLENGES

IN A SEA OF SAMENESS, CELEBRITY CRUISES STAND FOR A NEW TYPE OF LUXURY, BUT NEED TO EDUCATE ON THE PROPOSITION.

INSIGHT

YET TO CRUISE

NEW TO BRAND

CUSTOMER

REASSURED REPEATERS

STATUS SHARERS

EXCLUSIVE ENTHUSIASTS

WORLDLY WANDERERS

LUXURY LOVERS

STORIES

EDGE CLASS

CELEBRITY FLORA

THE RETREAT

CELEBRITY REVOLUTION

STORIES

STRATEGY

HIGH ATTENTION

PREMIUM CONTEXT

EDUCATE CUSTOMERS WITH CONTENT THROUGH SELECTED ENVIRONMENTS FOCUSING ON HIGH DWELL TIME.

ANCHOR THE CELEBRITY BRAND AGAINST HIGH-QUALITY CONTENT AND SOPHISTICATED TARGETING.

PRINCIPLES

Three:

THE PLANOF ACTION

Our

TACTICAL PLANWILLWORK ACROSS THE CONSUMER JOURNEY

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

Be inspiring

Be there

Be helpful

Awareness

Consideration

Action

Emotional

Rational

NOWLET’SMAKE CELEBRITYCRUISES famous

Dreaming TRIGGERINGAWARENESS AND BUILDINGMENTAL AVAILABILITY

TV

IS AMASSMEDIUM, BUTWE CAN STILL TAKE GUIDANCE FROMCUSTOMER BEHAVIOURS

Q - Type of ads you pay most attention to

40

35

35

30

25

20

15

13

15

13

9

10

7

4

5

0

Television

Internet

Newspapers

Cinema

Outdoor

Magazines

Radio

Source: Celebrity Cruises Segmentation 2018

We’ve

LOOKEDATACTIVITY IN 2019

Ads EqImps by Saleshouse

Ads EqImps by Daypart

TVR Flighting by Month

160

140

135

120

Media15 7%

100

TKF TO UPDATE C4 41% Axiom 6%

97

Peak 47%

80

83

Other 53%

60

ITV B 1%

Sky 45%

54

40

44

43

20

0

January

February

December

AB 40-65 Adults

C4 ITV B Sky Axiom Media15

Peak Other

Because

MANY STATIONS USEDDID NOT EFFICIENTLYDELIVER YOURAUDIENCE

These 20 stations absorbed roughly a third of your total spend

Channel 5 Really Talking Pictures 5USA Pick Sky Witness More4 Film4 Your TV Challenge TV PBS America DMAX Yesterday Alibi CBS Reality Comedy Central

Audience Viewing Share

Index to the Target Audience

35.0%

70

30.0%

60

25.0%

50

20.0%

40

15.0%

30

10.0%

20

CBS Justice Together TV Smithsonian Channel TLC

5.0%

10

0.0%

0

Natural Viewing Share Delivered Viewing Share

Natural Index

Delivered Index

We

WILL EXERTGREATERCONTROL OVER PROGRAMMING

Percentage of Viewers Under 35 Years Old

The Simpsons (Sky 1) Friends (Channel 5) Sausage Party (Comedy Central) Impractical Jokers (Comedy Central) How I Met Your Mother (E4) Not Going Out (Dave) Kung Fu Panda (Film4) Red Bull Soapbox Race (Dave) Diners, Drive-Ins, and Dives (Food Network) The Big Bang Theory (Channel 4) Commercial TV Average

14%

41% 41% 40%

43%

44% 44%

47% 47%

49% 49%

Family Guy (Fox) Say Yes to the Dress (TLC) Friends (Comedy Central) Top Gear (Dave) American Dad (Fox) Supercar Customiser (Dave)

53%

54%

56%

64%

66%

83%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

In

ORDERTOTAP INTOYOUR AUDIENCE’S PASSION

And

PROPOSE A PLANTHAT WILL IMPROVE AUDIENCE CONVERSION BY 86%

ONE MORE THING…

Delivered index to the target audience (40-65 AB)

140

120

123

100

80

79

72

60

53

40

20

January 19

February 19

December 19

Accord Plan

Use

MAXIMISE THE POTENTIAL OF THE EDGE SHIP AND SHOWCASE ITS RANGE OF FACILITIES THROUGHANAFP PARTNERSHIP. ANAD-FUNDED PROGRAMME TOBUILD FAME ANDCHANGE PERCEPTIONS

AN AD-FUNDED PROGRAMME model allows you to sponsor a programme airing on a primetime slot whilst also showcasing your product through the editorial of the show itself.

ENHANCES THE CONTEXTUAL RELEVANCE and increases credibility, whilst providing the perception of increased quality through association with prime-time.

POSITION THE BRAND with a concept that allows you to showcase the range of luxury that Edge Class ships provide.

Out of home

WILL COMPLEMENTTVWITH ITS UNIQUE STRENGTHS IN THEMEDIAMIX

We know it excels at brand building

And it also boosts business effects of other channels

Radio Press DM Online Sponsorship Cinema PR Outdoor TV

+54%

+20%

+17%

+17%

+7%

Sale promotion Couponing

0% 5% 10% 15% 20% 25% 30%

Press

Radio

TV

Social

Search

BRAND EFFECTS UPLIFT

UPLIFT TO BUSINESS EFFECTS %

Source: IPA databank

But

WEWANTTOMOVE THE DIAL TOMAKE SUREWE’RE IN FRONT OF THE RIGHT PEOPLE

WEBSITES VISITED

AGE

GENDER

PRODUCTS BOUGHT

SALARY

NATIONALITY

APPS INSTALLED

SHOPS VISITED

Using

OOH’S VERYOWNGAME- CHANGERTO FIND PEOPLE USING REAL AND RECENT BEHAVIOURS

Websites Visited

Age

Gender

Products Bought

AUDIENCE-BASED PLANNING

INTERESTED IN TRAVEL Regularly visit airports and travel agencies

TRADITIONAL PLANNING

40-60 London £70k+ HHI

PLACES VISITED Regularly visit John Lewis, Waitrose, M&S, House of Fraser, Selfridges, Debenhams

USERS OF APPS British Airways, Virgin Atlantic, Wheely, Farfetch, Mr Porter

Salary

Nationality

Apps Installed

Shops Visited

We

HAVE ANALYSED LUXURY LOVERS TO IDENTIFYHOWBESTTOREACHTHEM

Luxury Lovers

Worldly Wanderers

Status Sharers

Exclusive Enthusiasts

Reassured Repeaters

Underground stations Railway stations Shopping centres Large digital

Inside a train Underground platforms Railway stations Taxis Shopping centres Large digital

Airport Inside a train Underground platforms Railway stations Shopping centres Large digital

Inside a train Underground platforms Railway stations Cinema foyer Shopping centres Large digital

Supermarkets Side of a bus

We have selected four formats that fit within our guiding principles.

Source: TGI GB

Blending

IMPACT

Dwell

TIME

And

FREQUENCY

We

WILL DEPLOY (ANDTEST) ACROSS ACONCENTRATED BURST INMINI-WAVE

NORTH EAST Rail 48s Mall D6s Large Digital

IRELAND Mall D6s Large Digital

LONDON AND SE Underground 48s Rail 48s Mall D6s Large Digital

WEST MIDLANDS Rail 48s Mall D6s Large Digital

Video

AND SOCIALWORKALONGSIDE TVANDOOH

AS ALWAYS-ON AWARENESS DRIVERS USING RICHCONTEXT AND RICHDATA.

We will use longer form video content to prime our target audience and combine with shorter form video to remind and drive product storytelling to push prospects down the funnel. Along with premium audience segments and Google’s Similar Audiences, the use of Custom Intent audience targeting derived from PPC will allow us to leverage users’ search history down to the competitor brand name and luxury keyword level to help identify ‘Luxury Lover’ prospects.

Facebook will exploit opportunities across the whole purchase journey, unifying brand and activation activity, with messages matched to mindsets, and aligning with seasonal activity. ‘Luxury Lover’ audiences will be identified and segmented based on their interests and behaviours, whilst the use of dynamic retargeting will be used to drive higher intent prospects back to the website to complete a booking.

Creative will be split-tested iteratively and will take a native, mobile-first approach.

Joining

UP THE DOTSWITH SEQUENTIAL MESSAGINGACROSS VIDEOAND SOCIAL

Be inspiring

Be helpful

Be there

Skip

#3 Dynamic** ads (Facebook only)

#1 Brand ad (YouTube, Facebook)

Prime:

#2.1 Design #2.2 Destination #2.3 Accommodation

#1 Brand ad (YouTube, Facebook)

Remind:

Don’t Skip

#2.4 Culinary #2.5 Service

#2 Product* ads (6” YouTube, Facebook)

*Product-led themes taken from the main brand ad and/or four stories/five pillars. **Product/offer-led itineraries via dynamic display creative

The Guardian “THE COUNTRY’S MOST POPULAR LGBT+ EVENT”

Building

OUR DIVERSITY LINKS BY PARTNERINGWITH BRIGHTON &HOVE PRIDE 2020

The weekend comprises a number of events including Pride Parade, 2-day Pride Festival in the Park, Pride Village Party, Pride Pleasure Gardens and Pride Dog Show as well as a 2-week cultural programme. ‘Partner’ level partnership includes: • Category exclusivity. • Corporate parade entry (and VIP tickets). • Brand activation at Fabuloso Festival (plus data capture rights). • Staff accreditation, branding on main stage screens. • Festival partner grid. • Full page ad in ‘Pride Guide’, partner page on website.

450,000+ Attendees across all Pride weekend events 300,000+ Parade participants and spectators 150,000+ Attendees across 2 festival days and other Pride ticketed events

Building

OUR DIVERSITY LINKS BY PARTNERING WITHTHE BRITISH LGBTAWARDS 2020

Dubbed the ‘Gay Oscars’ by the press. In 2019, the awards were the UK’s most publicised LGBT event.

Top Tier Category Sponsor includes: • Naming rights on an award. • Have the opportunity to present an award. • Attendance at the awards dinner.

• Access to VIP areas, branding on entrance screens/main stage screens/backdrop boards/awards promotional material. • Plus inclusion in social media activity/press releases. • Top tier billing as ‘category sponsor’. • Press ad in awards programme and opportunity to showcase case studies on Celebrity’s commitment to diversity.

123M+ Press reach

39M+ Impressions

2.5M+ Organic reach

102K+ Organic engagements

72K Page views

Award naming rights | Awards dinner | VIP access | Inclusion in all build-up and event promo

Planning GROWINGCONSIDERATION BY MOVING PEOPLE FROM ‘I KNOWTHEM’ TO ‘I WANTTHEM’

Storytelling

ALONGSIDE ONE OF THE UK’SMOST PREMIUM NEWS BRANDS THE FINESTQUALITY AND ENGAGING CONTENT INHIGH DWELL ENVIRONMENTS.

In a series of high-quality content executions, including video, and supported by a strategically mapped media and events plan, short and long-form content will position Celebrity Cruises as innovators who are making waves with a truly modern approach to luxury cruising.

The campaign kicks off with Jane McFarland filming an episode of her hugely popular series Wardrobe Mistress onboard a Celebrity ship, showing guests and The Times' audience how to ‘pack’ for a cruise.

Appealing

TOAN ENGAGEDAUDIENCE OFWOMEN LOOKING FOR ANSWERS

ALIGNING THE BRAND INA PREMIUM, HIGH ATTENTION ENVIRONMENTACROSS A 12-EPISODE PODCAST SERIES

Lorraine is editor of The Sunday Times Style and the family columnist for The Sunday Times Magazine.

Lorraine Candy and Trish Halpin have been editing glossy magazines for more than two decades, supporting women in a world of misinformation and patronising discussion around their busy lives. In its second year, our package includes sponsorship idents as well as three dynamically-inserted ‘brought to you by’ reads. Lorraine and Trish would then record one of their twelve episodes live from a booth in Eden.

Trish is an award-winning editor with 20 years at the helm of three of the UK’s most iconic magazines: Marie Claire, In Style and Red.

Been

ANYWHERE INTERESTING LATELY? PLAYING TO LUXURY LOVERS’ PRIDE OF BEINGWELL- TRAVELLED ANDTHEIR 'BRAGGING' NATURE.

A chosen Celebrity first-time cruiser will be interviewed by The Times' journalist in order to produce highly inspiring content around the unexpected benefits of cruising and the wonderful destinations visited.

This feature will be published as an advertorial in print or online.

“I WENTONACELEBRITY CRUISE AND EXPERIENCED AUNIQUE VIEWOF THEMOST BEAUTIFUL ISLAND INTHE PACIFIC, ACOOKING LESSON FROMTHE SHIP'S HEADCHEF ANDA TOUROF THE ONBOARDARTGALLERY.”

#NewCruise

TURNINGCLASSIC ASSOCIATIONS OF CRUISES ONTHEIRHEAD SHOWING PEOPLE THATACELEBRITYCRUISE IS ANYTHING BUTTHE USUAL EXPERIENCE.

Using three carefully selected influencers who are YTC – we talk to their followers about how this modern luxury cruise meets their passions.

It’s not about wearing your ball gown to sit at the captain’s table. It’s about dressing down for a shop at the fish market with the ship’s head chef.

It’s not tourist shopping in crowded city centres, it’s turtle watching off the shores of the Galapagos.

Continue

DRIVINGOUR STORIESWITH PREMIUM LONG-FORM CONTENT PARTNERSHIPS

IDENTIFYHIGH-END INDIVIDUALS AND LOOKALIKES OF YOUR CUSTOMERS.

Making direct mail more effective by turning data into valuable insight and reducing wastage.

Working closely with their sister publishing company Luxury London offering unique opportunities to target a selected audience with high-quality content materials and events.

Celebrity’s

MINI-GUIDE TO MODERN LUXURY

LOCATE LOOKALIKES OF CUSTOMERS AND SENDTHEMA PERSONALISED, HIGH-QUALITY 24PP GUIDE ONMODERN LUXURY.

BY DESIGN: A look at the design elements of Celebrity Flora.

Q&AS WITH THE CELEBRITIES : A short Q&A with the celebrities, possibly involving IGTV.

FAMILY: A focus on activities that bring families together.

FOOD AND DRINK: Visit some of the best vineyards in the world and experience wine tasting with an expert on the World Wine Tour.

WELLNESS: The new Goop partnership can offer tips in each issue on the hottest beauty trends and how you can incorporate them into your travel routine onboard Celebrity Cruises.

ROMANCE: Ideas on how to go above and beyond for your partner, from choosing the best room to the best dining experiences.

Tell

OUR STORY FACE-TO-FACE ATAN EXCLUSIVE INVITE-ONLY EVENING EVENT.

THE EVENT:

We will target new customers by coordinating an exclusive evening reception at a private venue. This will be held by Luxury London and will provide you with the opportunity to meet pre-qualified and in-market potential customers in an event format of your choice .

ACTIVATION PIECE:

The event will be followed up by an activation piece sent to the audience, with CTA chosen with luxury in mind like a free upgrade, free massage or a bottle of champagne.

Complementary

ACTIVITY

PRESENCE ACROSS LUXURY LONDON PLATFORMS.

Autumn (Design) issue: Editorial inclusions related to the Celebrity Revolution project featuring Kelly Hoppen. THE MAGAZINE

March: focusing on International Women’s Day – an Interview with the first female captain. ONLINE CONTENT, EMAIL AND SOCIAL

July: 10 animals you’ll spot from Celebrity Flora.

August/September: Galapagos Islands guide.

Date TBC: how to travel eco-consciously.

Influencing

FIRST-TIME CRUISERS AND AVIDCRUISE FANS ONTHEWORLD’S LEADING CRUISE REVIEWAND PLANNING SITE.

SPONSORED CONTENT

DISPLAY

ADVERTORIAL

META

Luxury segments Destinations ‘Audience extension’

Content supplied directly by Celebrity Cruises

Tactically deployed, aligned with Paid Search

Reaching

ENGAGEDREADERS IN PREMIUM ENVIRONMENTS THATTHEYTRUST.

CONTENT

AUDIENCES

CELEBRITY DATA

TV SCHEDULE SYNC

Travel Food & Drink Luxury Lifestyle

Travellers Cruisers Luxury Lifestyles

‘Seed audiences’ derived from website visitors

Activity aligned to capitalise on ATL awareness

CREATIVE FORMATS

Native video Interscroller Premium display Social formats

Harnessing

INTENT SIGNALS FROMOVER 1 BILLION LOGGED-IN USERS.

world’s greatest places to visit

virgin voyages

galàpagos islands holidays

1P DATA

YTC/NTB

AUDIENCES

Utilising

YOUR CALENDARTO INFORM SEASONAL PHASING

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

WONDER AWAITS WAVE CAMPAIGN

WONDER AWAITS 2.0

WAVE 20/21

SILHOUETTE REVOLUTION

IWD

BEYOND CAMPAIGN

APEX LAUNCH

HARPERS AT SEA

SPORTSWOMAN OF THE YEAR SPONSORSHIP

SOCIAL STORYTELLING: INFLUENCERS AND BRAND AMBASSADORS

BRILLIANT BASICS: PRESS OFFICE DRUMBEAT, SOCIAL CONTENT, DIGITAL DISPLAY, 121, PPC, SEO, PRINT, TRADE MARKETING

Our

Be inspiring

Be there

Be helpful

ALWAYS-ONMEDIA LAYDOWN

Mini Wave

Wave

APR

MAY

JUN

JUL

AUG SEP

OCT

NOV

DEC

JAN

FEB

MAR

Brand Response TV

Brand Response TV

Brand Response TV

BVOD

BVOD

BVOD

OOH

YouTube

Facebook | Instagram

LGBT Awards

Brighton Pride

Ad Intel Partnership

Ad Intel Partnership

News UK Partnership

News UK Partnership

Ozone Partnership

Ozone Partnership

Cruise Critic

YouTube

Facebook | Instagram

Google Display

Search

Investment

SPLITS AND ESTIMATIONS

Journey Stage

Channel

Est. Impressions

Reach

Frequency

Investment

TV

36,750,000

4,593,750

8

£1,050,000

BVOD

400,000

133,333

3

£110,000

OOH

4,225,000

633,200

7

£250,000

DREAMING

YouTube

110,100,000

16,260,000

7

£330,000

Paid Social

60,000,000

6,000,000

10

£226,000

Brighton Pride | LGBT

-

500,000+

-

£45,000

News UK Partnership 25,078,000

5,451,000

5

£350,000

Address Intelligence

-

250,000

-

£150,000

PLANNING

Cruise Critic

8,230,000

-

-

£120,000

Ozone Project

7,576,000

1,894,000

3-5

£100,000

GDN

787,000,000

40,140,000

20

£150,000

CONTINGENCY

£119,000

£3,000,000

How

WILLWE MEASURE?

OFFLINE IMPACT MEASUREMENT

OFFLINE & SEARCH

&

Website performance: Visits

Conversions Transactions

Paid Search is often impacted directly by above-the-line activity. This data is easily accessed and measured through our existing Paid Search activity.

THE IMPACT OF WAVE TV – 19/20 In 2018/19 it was live for the same dates (exc. 25 th December). During the period the TV campaign ran in 2019/20. In PRACTICE

WHATHAPPENS TO PAID SEARCHWHENTVAIRS?

14% year-on-year increase in Google clicks

46% year-on-year

18% year-on-year increase in Google brand clicks

increase in Google brand transactions

Analysing TV activity from 25 th December 2019 to 31 st January 2020.

Bringing

TOGETHER BRANDAND PERFORMANCE

JOINING THE DOTS THROUGH LOOP.

To better understand how channels are impacting each other, we wish to bring all data together. We will build a bespoke dashboard to illustrate how awareness metrics are affecting Paid Search and other digital channels based on data taken from The Hall & Partners Hub.

What

YOUCAN EXPECT, ANDWHEN REPORTING.

ACTIVITY

REPORTING FREQUENCY

TV & BVOD

Weekly & monthly

YouTube

Weekly & monthly

Paid Social

Weekly & monthly

OOH

End of campaign

PCA LOOP

News UK Partnership

End of campaign

Address Intelligence

End of campaign

Cruise Critic

Weekly & monthly

Ozone

Weekly & monthly

Smart Display & Paid Search

Weekly & monthly

Wonder

AWAITS

More

WONDERAWAITS Additional ideas outside of budget which will complement the media plan.

Multi-sensory

LIVE STREAMEVENT TO ENHANCE OURHIGH-IMPACT DOOH SITE.

Dominate the environment with an ‘as live’ stream from the Apex cruise ship for a whole day. We will show beautiful sunrises and sunsets at key commuting times or tours of the new modern interiors. We can also showcase a range of onboard activities.

To enhance the DOOH screen a mini pop up event will take place. Giving an onboard experience through VR and serving mocktails, this is a great opportunity to drive awareness and for data capture.

Thirteen

WEEK RADIOSPONSORSHIP ON JAZZ FM

JAZZ TRAVELSWITH SARAHWARD.

ABOUT THE SHOW: Ideal for reaching the Worldly Wonderers target segment, Sarah showcases a unique journey filled with international sounds and stories.

ABOUT THE AUDIENCE: Listeners are adventurous and like to explore new music and new places. The average age of a Jazz FM listener is 49.

Spotify

13 MILLIONACTIVE UK REGISTEREDUSERS

We will target in two ways throughout the UK and Ireland.

Firstly capturing Luxury Lover listeners over 40, who are both NTB and YTC, through interest and demographic targeting. We will target people who listen to travel-related playlists. Secondly, through targeting specific podcasts such as Katie Pipers Extraordinary People. This podcast tells stories from inspirational people who have turned adversity into positivity.

We will use this as a mechanism to drive traffic through to the website.

Thank

YOU

In

SUMMARY

STRATEGIC FOCUS Therefore to give our proposition the credit it’s due, we have two guiding principles for all media placements – high attention and premium context. STORIES, FRONTANDCENTRE Place brand pillars and our game-changing heroes as the stories that build consideration and understanding of what modern luxury can, and should mean. BALANCING PRIORITIES Keep building awareness and consideration through continual reinforcement of the Celebrity Cruises brand. Simultaneously bring in always-on digital activations to remind primed users to activate

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