Navigating Crowded Seas

Agency: Mediahub
Client: Celebrity Cruises

Analysis of brand, search and media spend data revealed a simple truth – a legacy lower funnel strategy was impacting the brand's ability to grow. The whole travel category is stuck on autopilot with too many brands targeting broad off-the-shelf audiences.

Using Acxiom, IPG's data spine, and combining it with Meta’s audience tools, we identified Elite Escapists. 3% of Elite Escapists overlapped with Meta’s cruise audience with 97% of this audience untapped. A high-value group of travelers overlooked through auto-pilot industry targeting. A significant pivot from performance-based channels to upper-funnel, high-reach channels to win market share by driving incremental brand growth, with a focus on CTV, showing the quality of the product to an untapped audience. Business results were immediate. In under three months, the share of search was up 25% leading to year-over-year passenger bookings increasing 12%.