Celebrity Cruises: Mobile Engagement
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Transcript of Celebrity Cruises: Mobile Engagement
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Celebrity Cruises: Mobile Engagement
May 8, 2014
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Globally recognized and awarded brand
Among the top 10 Large Cruise
Ships - Condé Nast Traveler 2014
Readers’Choice Awards
#1 Mega-Ship Cruise Line -
Travel + Leisure World Best Awards
• Affluent Vacationers
• Age: 35+
• Household income: $100,000+
• Net wealth: $500,000+
Providing an updated luxury
vacation experience to:
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Africa
South America
Australia
EuropeNorth America Asia
Antarctica
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261 destinations
72 countries
40 overnight stays
36 cities
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Destinations: taking you around the world in modern luxury
Staterooms
Airy spaces
with all the right,
tasteful details
Dining
Restaurants where
the design is just as
important as the
cuisine
Service
Intuitive service
with a keen eye
for detail
Activities
Do as much
or as little as
you choose
Escape from your day to day, feel relaxed and restored,
do what you feel like and know everyone will be happy
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7
Our Digital Strategy Follows the Consumer Journey
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Focusing on strategic segmentsWithin an evolving mobile ecosystem
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Based on Travel ResearchMore and more users are beginning to research on mobile devices.
Source: Google Travel Summit, 5/13/13, “Marketing in the Multi-Screen World”
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We modernized our web
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We also modernized the webOptimizing for multiple devices
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We also modernized the webLaunching a responsive homepageLaunching a responsive homepage
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We also modernized the webFeaturing a responsive blog
catalyst.celebritycruises.com
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We also modernized the webAnd responsive promo pages
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We also modernized the webWhile expanding Destinations content
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6 Months Minimumper project!
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We also modernized the webWhy?Select Design Agency Review Statement of Work Legal
Review and Approval Develop User Stories Draft Initial
Requirements Create wireframes Start Visual Design Design
Review #1 Design Review #2 Design Review #3 Develop
Functional Specs Sign off on IA IT Estimation Determine Scope
Start front-end development Technology Design Service
Development Content Creation Backend Integration Iterative
Quality Assurance Performance Testing Security Testing
Sarbane Oxley Compliance User Acceptance Testing Defect
Resolution Move into Production Smokescreen Testing Post-
Launch Enhancements
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More and more users are beginning to research on mobile devices.
So, we started with apps
www.celebritycruises.com/mobile
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We also modernized the webBrochures Already Tell Our Story
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We also modernized the webAdobe DPS “appified” our brochures
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We also modernized the webAdobe DPS Advantages
1. Speed-to-Market
– Leverage existing InDesign files
– Re-purpose related assets, such as brand videos and web-based deck plans
– Fewer technical considerations
2. Cost Savings
– Far cheaper than print
– No new content needed
– Smaller teams
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Tina Alexander
AVP, Digital and Web Marketing
Celebrity Cruises
@tinaalex
Questions?