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:

With our expertise in the luxury market we knew that to influence a decision, we had to speak directly to the affluent traveler 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 over 10%
• On average, email deployments achieved 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, focusing on longer stays in destinations to serve the upscale and affluent segment of the North American, U.K., German and Australian markets. They engaged 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.