The Situation - Celebrity Cruises are a premium brand, providing big discounts and a site full of red ‘sale’ banners just isn’t good for business. Yet there is a business imperative to drive interest and push sales to key target itineraries, perhaps those behind target, or those of strategic importance. Site wide discounts could devalue the brand, or if repeated enough, could reduce sales numbers during non sale periods.We needed a mechanic that incentivised, whilst protecting the brand. A campaign that drove awareness, that captured interest and that provided a strong ROI. This campaign needed to focus on specific regions/territories aligned to business strategy.
