Case Study: Destination Immersion Integrated Campaign

By DCA Team       Aug 26, 2012       Case Studies, Email Marketing, Brand Development
aza_campaign_1_1

goal:

Generate Leads, Increase Revenue

the challenge:

To generate awareness and leads on a limited budget for a newly re-launched cruise line with little brand recognition in the marketplace.

insight & strategy:

Being experts in the luxury market, DCA knew that to influence a decision, we had to speak directly to the audience on an emotional level, and reach them in a variety of channels. The campaign included email deployments to existing and new lists; brand awareness and promotional online ads and a limited print campaign running on carefully selected media. All components worked together to create a cohesive brand message about the line’s hallmark: Destination Immersion.

the result:

  • The brand’s online reputation health increased from 86% to 99%
  • Travel agent awareness and participation increased overall
  • On average, email deployments achived a traffic spike of 128%

128%
increase in web traffic


 

solutions used:

  • Advertising Campaign
  • Brand Positioning
  • eMail Marketing
  • Integrated Campaign
  • Online Advertising/Behavioral Targeting

awards:

Travel Weekly Magellan, Silver
"Destination Immersion" Campaign, 2011

about the client:

Azamara Club Cruises is a small-ship line, owned by Royal Caribbean, operating 2 ships with about 1,400 berths to serve the upscale and affluent segment of the North American, U.K., German and Australian markets. They came to Diaz & Cooper in 2009 to create a new look for the brand’s re-launch with an emphasis on destinations and the goals of increasing awareness and supporting higher rates.

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DCA Team
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