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 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, 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.