[Cruise Marketing] Targeting Cruise Audiences on Social Media

Demographics: Targeting River Cruise Audiences on Social Media

People you can talk to. Results that speak for themselves.

An award-winning social media agency, we work with a wide range of travel and tourism clients.

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Digital Visitor

Accolades

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‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’


‘South Marketing Agency of the Year’


‘Tourism Campaign of the Year’

Our clients

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Why social media?

• Highly targeted

• Cost effective • Inspirational

• Under utilised in Cruise –some notable exceptions

• Your audiences are on social

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Strategy & Tactics

Strategy Content Lead Gen Ads

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• Actionable insight

• Ensures activity is effective

• Relevant to audience

• Attention & consideration

• Pre-qualified leads

• Convertible audiences

• Highly targeted

• Cost effective

Brands

Interests

Media Consumption

Motivations Shopping habits

Key audience

Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay

Family & friends -

Visiting or visits to kids, talking and networking with friends, increasingly online where necessary

Holidays –

Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure”

Entertainment –

Catch up TV, art house movies, concerts, reading, some festivals & some sports

Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online

Empty nesters• 45+ year old

• Consulting or retired

• Well travelled & still travelling

• Family away from home

• Wealthy for time & money

Family & relatives

Experience & memories

Health & Comfort

Cultural & authentic

More online shoppers

Planned weekly

shop

What friends do

Read & research

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Content

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Content

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• Tell your story - don’t sell

• Consistent editorial themes• Bring brand values to life

• Frequent updates

• Invite customers to connect & engage

• Brand touch point

• Capture feedback

• Evidence & validation

Lead generation

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Lead generation

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Lead generation

• Creative campaign hosted on social and website

• Directed targeted audiences to campaign

• Should immerse in brand and educate e.g. Illustrate new routes

• Captures leads / emails

• Phone numbers • Address for brochure

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Lead generation

• £5-£20 cost per lead in cruise?

• Social can deliver better quality or lower cost

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Social advertising

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Travel Advertising 2012

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Travel Advertising 2014

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Today

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Challenge: Promote discount offer for 2017

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Holiday offer promoted withweb click advert

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Today

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Challenge: Lead generation campaign for European cruises

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Web click ad driving entrants to app on Facebook

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Social ads vs traditional

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Travel agency traffic

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook

Travel agency traffic

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Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook 750,000 27,222 £17,500

Airline bookings

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Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook

Airline bookings

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Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook 562,000 18,750 £15,000

Key points

• Social can deliver your audiences

• Use social to Inspire and educate

• Sophisticated targeted

• Improved advertising

• Perfect for lead generation and getting better at direct sales

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Questions

Anthony RawlinsManaging Director

+44 (0) 117 911 1420

[email protected]

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[Cruise Marketing] Targeting Cruise Audiences on Social Media

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