1. Increase sales by 10% YOY
2. Increase brochure downloads from the site by 15%
3. Increase male ratio of PASSENGERS
Our analysis showed that a 10% improvement in sales could be achieved by a just a 5% shift in the proportion of male customers.
However, Men are reluctant cruisers. They tend to have a pre-determined mindset, seeing cruising as a long drawn out experience with claustrophobic cabins and not enough to keep them occupied.
They seek holiday excitement; experiences that immediately gratify and reward.
“Men base holiday decisions on their ability to quickly enrich their lives with memorable experiences.”
“Break down the stigma by taking them on the journey before it begins.”
Create an easy path of discovery,
1. By capturing the audience’s imagination through inspirational creative
2. Detailing the experience through advertorials
3. Extending the experience through digital platforms
- OBJECTIVES
-
1. Increase sales by 10% YOY
2. Increase brochure downloads from the site by 15%
3. Increase male ratio of PASSENGERS
- OBSERVATIONS
-
Our analysis showed that a 10% improvement in sales could be achieved by a just a 5% shift in the proportion of male customers.
However, Men are reluctant cruisers. They tend to have a pre-determined mindset, seeing cruising as a long drawn out experience with claustrophobic cabins and not enough to keep them occupied.
They seek holiday excitement; experiences that immediately gratify and reward.
- INSIGHTS
-
“Men base holiday decisions on their ability to quickly enrich their lives with memorable experiences.”
- APPROACH
-
“Break down the stigma by taking them on the journey before it begins.”
Create an easy path of discovery,
1. By capturing the audience’s imagination through inspirational creative
2. Detailing the experience through advertorials
3. Extending the experience through digital platforms
