Goal: Drive brand awareness and cruise bookings
Solutions: Reach qualified audiences through machine learnings and premium ad placements
Results: 235% lift in Princess Cruise searches
Princess Cruises got on board with Verizon Media to identify which audience segments were best matched for this global premium line and how to keep them engaged from research to booking.
As one of nine Carnival Corporation cruise line brands, Princess Cruises understands that traveling is not a one size fits all experience. To better understand their customers, Princess Cruises leveraged their rich CRM data against Verizon Media's first party email, purchase receipt and search data. Verizon Media built in-depth predictive models likely to find vacation seekers and used machine learnings to serve potential guests dynamic creative that influenced their travel booking process.
The ability to harness personalized data provides the competitive point of difference for companies like Princess. And, with partners like Verizon Media, we are able to build in-depth predictive models to find likely vacation seekers and use machine learning to serve relevant content across every touchpoint.
- Gordon Ho, CMO, Princess Cruises
Verizon Media audience insights revealed that the typical traveler research journey starts 9-12 weeks out. What's more, once travelers on Verizon Media pick a destination, flights are the first thing they book. On average, Verizon Media travelers book their flights 38 days before a hotel check-in date. With this in mind, Princess Cruises and Verizon Media set out to drive site traffic among target audiences, heeding critical media signals to deliver messaging during the pre-flight booking window.
To further boost brand engagement and consideration, Princess Cruises seized content moments and scalable high impact sponsorships across Verizon Media properties, including AOL Homepage Countdown Clocks to Black Friday and Cyber Monday, Yahoo and AOL Login takeovers, and as the exclusive travel sponsor of Yahoo Sports' Winter Games coverage.
Verizon Media performed a look-back analysis that segmented users exposed to Princess Cruises' campaigns. Using Yahoo's search data, Verizon Media was able to examine the impact that ads had on subsequent search behavior.
How did users respond? Princess Cruises Olympics campaigns led to a 142% lift in Princess Cruise searches from December 2017 – March 2018, and Princess Cruises Login Takeover campaigns led to an impressive 235% lift in Princess Cruise searches. Mail log in units accounted for more than a third of Princess Cruises Prospect In-Market vacation campaign spend, and delivered 50% below Princess Cruises Cost Per Key Page View benchmark (CPKPV).
That's a digital love connection worth celebrating.
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