Celebrity Cruises
Jan 2023 – May 2023
As a strategist, I was involved in a project to help Celebrity Cruises target younger generations living in the U.S. and encourage them to book cruises to Europe and Alaska through local agencies. One of the key challenges was addressing concerns about the additional cost of flights to Europe and the perception that the cruise experience would not be as immersive as traveling on land.
To tackle these issues, we conducted thorough 4Cs marketing research to understand the preferences of our target audience. Based on our findings, we developed a strategy focused on the unique, high-value cruise experience and how easy and convenient it is for younger consumers—especially those struggling with work-life balance—to book through a local agency.
We also followed up with primary research, using both qualitative and quantitative methods, to further understand consumer preferences, their decision-making journey, and behavior.
Key Contributions:
- Conducted market research to help the team understand the industry, target audience, and competitors, ensuring everyone was on the same page for improved collaboration and communication.
- Developed a creative strategy by identifying the core challenges, and using key insights to craft a targeted message that effectively addressed these challenges and met client needs.
- Collaborated with the design team to ensure the core message was accurately and effectively conveyed to the audience through visuals and content.
- Led primary research to assess the strengths and weaknesses of various social media platforms, providing the client with insights on preferred communication channels. Developed a strategic and effective communication plan and social media strategy to align with client objectives.
This project has been recognized not only by our client, Celebrity Cruises but also for its primary marketing research report, which was awarded as one of the Top Marketing Research Studies in Ad Lab 2023, the largest student-run agency.