Costa Cruise

“Costa Cruise is the 4th priority name in our suite of cruise brands. Hmmm…it’s Italian.”

Problem: This Singapore client with operations across APAC wanted a digital agency to help with a low performer in their portfolio of superstar cruise brands (Princess Cruise, P&O etc.). The catch? The brand didn’t have anything extraordinary that the top brands didn’t already do better. The creative budget was non-existent and we needed to deliver Facebook banners that could generate good ROI for the following year’s bookings. We only had the tagline, Italy at Sea as a launching pad.

Solution: Rather than showing glossy shots of the liners, restaurants and activities as is expected of all cruise comms, we decided to concentrate on its one and only point of difference. Our creative strategy was to highlight the romanticism of the Italian culture and juxtapose it with the cruise experience. The campaign was to use Facebook along with a small offline media buy.

Th result was something that broke cruise comms rules and gave the brand a chance to compete in that crucial web research period (we did their SEO and targeted ads) for would-be cruisers.