Goal: Celebrity Cruises seeks to increase bookings from the SoCal market and introduced the most number of departures out of Los Angeles in the company’s history. Travel Agents book a very high percentage of Celebrity’s cruises, thus both trade and consumer media is important to reach them and urge consumer to contact agents to book.
Strategies/Tactics: Develop media relations campaign around the LA departures, which feature a number of craft beer and wine themed cruises, that focused on the SoCal DMA and key national outlets.
Challenge: Media do not have the opportunity to experience Celebrity’s cruises because of non availability of complimentary cabins.
Results: Stories in USA Today, Sherman’s Travel, About.com, Rudy Maxa’s World, etc. As a result of the media coverage, more than 70 bookings for the wine and beer cruises out of Los Angeles were confirmed.