THE CHALLENGE
THE SOLUTION
THE RESULT
Already the leader in the luxury cruise category, Crystal Cruises wanted to increase sales to new segments of guests, while lowering costs per new guest acquisition. With the launch of their third ship, Crystal Serenity, the line had increased capacity of 58% while the overall industry was suffering reduced demand, lower margins and the impact of world events - terrorism and SARS.
An integrated campaign selling Crystal Serenity European itineraries. To track leads, inbound calls were routed via a sophisticated, proprietary toll-free system to the line's top travel agent partners, who paid 25% of the media.
Generated 7,165 qualified leads, with cost per call at a record low. In fact, there was a contribution of $3,313 for every name acquired. The campaign was both effective and profitable for Crystal Cruises.