Celebrity Cruises
Strategy: Holly Zeng, Christina Li, CW: Caylie Poola, AD: Sav Gilbert, Yi Lu, AE: Ella Nasca.
Celebrity Cruises wants to introduce their European cruises to U.S. travelers through partnerships with local agencies.
The main challenges are consumer concerns about extra airline costs and the belief that a cruise isn’t as immersive as exploring Europe by land.
We’ve conducted thorough marketing research to explore industry trends and understand the travel preferences of Gen Z and Millennial consumers, specifically regarding European travel, cruise experiences, and their social media behaviors.
The study uses both primary and secondary research with a mix of qualitative and quantitative methods.
This research was recognized as the Best Research study at AdLab 2023, the largest student-run agency at Boston University.
We’ve also developed creative solutions for Celebrity Cruises to address these challenges through social media and email campaigns, enabling local agencies to share and repost the executions as well. /