Celebrity Cruises: Engaging a Youth Demographic
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Transcript of Celebrity Cruises: Engaging a Youth Demographic
X Celebrity Cruises: Connec0ng with the Enthusias0cs
Norah AlSaleh, Dwight Campbell, Aaron Kesseli, Therese Smith, Kate Worthey
• What must Celebrity Cruises do to make a stronger connec0on with a target audience segment of 21‐35 year olds with HHI of $40,000 or more?
The Challenge
Cruise Industry
• The cruise industry has been experiencing growth since the economic downturn in 2009
• Celebrity’s Compe00on:
Celebrity: Current Posi0oning
Celebrity: Brand Percep0ons
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Celebrity: Media Placement
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Facebook Likes
YouTube Channel Views
Celebrity: Media Placement
@CelebCruisesX Tweets: – “Earth Times picks up
Celebrity Cruises Exclusives' press release. h^p://0nyurl.com/n2jv77”
– “Submi^ed press release via Marketwire: ‘All‐Travel and Celebrity Cruises Announce the Newest Partner Site in the All‐Travel Network’”
– “Celebrity Cruises Exclusives launches its new site offering the best prices on Celebrity Cruises guaranteed! h^p://0nyurl.com/nzbmgv”
!
Yes, they only have 3 tweets. All posted July 22, 2009.
Methodology
• 1) Survey – General categories: • 1) Vaca0on habits and expecta0ons • 2) Cruise percep0ons from cruisers and non‐cruisers • 3) Celebrity‐specific brand ques0ons
• 2) In‐depth Interviews
What do you know about Celebrity?
Umm … yeah …
Fun Facts: Survey Data
• 84% book vaca0ons online
• 47% of cruisers said their cruise line selec0on was based on their preconceived brand experience
• 40% said they would consider cruising on Celebrity if there was the likelihood of a younger cruise crowd • 70% had never heard of Celebrity
• 40% said they were inhibited from cruising on Celebrity due to its “lack of fun factor”
• 36% of non‐cruisers said they would consider Celebrity if it offered be^er des0na0ons or more varia0ons in its ports of call
Insights: Pro‐Celebrity
“My dad hates cruises. He says ‘all you get is white trash.’ Maybe Celebrity is trying to get rid of the white trash‐ness.”
“They’ve been around for a while. Nothing flashing or gimmicky about them. They are the tried and true line in the market.” “Royal Caribbean I would say is a
more tourist‐y kind of cruise line, while Celebrity gives off vibes of luxury and success.”
“As much as I don’t want to go on spring break anymore, some0mes you do want to get away for a weekend and pretend like you’re on spring break but not to the point that you’re trashy. You want to relive it a li^le bit, but in a different way. Like in a slightly more grown up version.”
Insights: An0‐Celebrity “Just from the name, I would think the cruise pays a celebrity to go on it so people can see them during their vaca0on.”
“I have no clue what Celebrity’s adver0sing is right now. I can picture two middle‐aged people in a dining room clinking wine glasses, but that’s about it.”
“I feel that my 30‐year‐old workaholic brother would probably love going on a cruise like this with his wife. The website makes me feel that Celebrity is for a specific elite segment of society.”
“There needs to be other things to do than sit on your ass. Convert everything into something more ac0ve.”
The Enthusias0cs
• A demanding group because they are enthusias0c about everything they value
“Young people want variety. That’s what they’re used to and that’s what they want.”
“I’m going here because I feel like it and nobody is going to stop me or tell me otherwise.”
“I just want to do it. I just want to go.”
“I want something exci0ng, something I haven’t done before.”
“I would prefer to do something I know I’d enjoy vs. something I’m not sure I’d like.”
“It would have to be really worth it.”
“That doesn’t mean we’re not going to do anything, it means we’re going to decide what we’re going to do when we want to do it.”
The Enthusias0cs = Genera0on ADD
• Young • Energe0c • Want freedom • Ac0ve/ seek ac0vi0es • Want to do their own thing
• Get bored easily • Want exci0ng experiences
• Like being a part of a community
• Want to be informed about what is going on around them
• Don’t like to worry (especially about planning or details)
Above all, they value THEMSELVES.
In a Nutshell …
Collages
Opportuni0es
• 1) Group travelling • 2) Online booking • 3) “Not family, but not trashy” • 4) Des0na0ons
Um, hello, these are awesome.
Weaknesses • 1) Lack of awareness in our target audience • 2) Perceptual bias
Recommenda0ons
#1 problem = Lack of Awareness
Strategy
• Appeal to Enthusias0cs in ways that keep them separate from Celebrity’s current older demographic – Physically and with media placement
Social Media
• Recommenda0ons – Celebrity website profile • “Create Your Own Excursion” • Celebrity Wallet
– Celebrity Cruises app • Excursion Auc0on
– Celebrity Awards
Goal: Modernizing “Modern Luxury”
Celebrity Website Profile
• Personal informa0on + interac0ve communi0es
• Think Google+ circles, based on interest graph
• “Create Your Own Excursion” • Celebrity Wallet
Adrenaline Excursions Age 21‐25
Don’t want to dine with randos
Flexible schedule
Needs tennis partner
App
• • Links to and updates your Celebrity profile • Predic0ve • Celebrity Wallet
Celebrity Awards
• King and Queen Celeb • Awarded to most ac0ve cruisers that day • Based on their check‐ins and completed ac0vi0es
Logis0cs
• Enthusias0cs deck • Excursions led by other Enthusias0cs • Enthusias0c‐specific package deals – “Early bird” special during Spring Break months – One “Enthusias0c Month” in summer – Enthusias0c Alcohol Plan
Image Posi0oning
• “More grown up version of Spring Break”
Less of this.
More of this.
To recap: • Social media and online strategies – Generate word of mouth – S0mulate social media buzz, especially because of user‐generated content
– Increase awareness – Demonstrate flexibility
• Logis0cal and posi0oning recommenda0ons – En0ce a younger audience – Change percep0on
• Keep Celebrity’s brand iden0ty intact, while providing avenues with which they can leverage “Modern Luxury” to appeal to the Enthusias0cs