Celebrity Cruises - 21.02.2020

Celebrity Cruises - 21.02.2020

Wonder

AWAITS

Today’s

AGENDA

one: two: three: THE CURRENT STATEOF PLAY THE PLANOF ACTION four: Q&A

OUR SOLUTIONANDGUIDINGPRINCIPLES

One:

THE CURRENT STATE OF PLAY

Celebrity

CRUISES ARE CARVING OUTANICHE INCRUISING INACATEGORYOF ONE.

Our

AUDIENCE LOVE TRAVEL FORALL ITS LUXURIES

Luxury is an everyday lifestyle choice rather than a big decision. Their holidays are indulgent, but understated as apposed to flashy. They will not compromise on the experience they expect.

Exclusive Enthusiasts

Holidays are a time to relax and indulge and very important to this group. As such they do not like to take risks and prefer to stick to familiar things. Win their loyalty and they will stay with you forever.

Reassured Repeaters

These guests are more adventurous, looking to embrace and explore new experiences and cultures, and will happily pay to do so. They are more impulsive Luxury Lovers than other segments.

Worldly Wanderers

Luxury holidays are for special occasions, saving up to splash out on something more memorable. It is important that luxury experiences both make them feel good and look good to others.

Status Sharers

Source: Celebrity Cruises Segmentation 2018

But

ARE VARIEDWHEN ITCOMES TOHOWTHEYDEFINE IT

Luxury is an everyday lifestyle choice, rather than a big decision. Their holidays are indulgent, but understated as apposed to flashy. They will not compromise on the experience they expect.

Exclusive Enthusiasts

Holidays are a time to relax and indulge and very important to this group. As such they do not like to take risks and prefer to stick to familiar things. Win their loyalty and they will stay with you forever.

Reassured Repeaters

These guests are more adventurous, looking to embrace and explore new experiences and cultures, and will happily pay to do so. They are more impulsive luxury lovers than other segments.

Worldly Wanderers

Luxury holidays are for special occasions, saving up to splash out on something more memorable. It is important that luxury experiences both make them feel good and look good to others.

Status Sharers

Source: Celebrity Cruises Segmentation 2018

We

HAVE SEEN BRANDANDCATEGORY AWARENESSGROW

70% BRAND AWARENESS YTC LUXURY LOVERS

60%

44% Celebrity Cruises

50%

40%

30%

20%

10%

0%

Source: Hall & Partners: The Hub

With

EVENTHROUGH ECONOMIC UNCERTAINTY, THE MARKET CONTINUES TOREMAINATTRACTIVE. INTERESTTURNING INTOACTION

…WITH THE VALUE OF THE MARKET RISING EVEN FASTER

…THE VOLUME OF CRUISE HOLIDAYS IS FORECASTED TO GROW

5,000

3

Mintel forecast (£m) 3.949 Best case (£m) 4,241

Mintel forecast (m) 2.46 Best case (m) 2.77 Worst case (m) 2.15

(m) 2.01

2.5

4,000

(£ m) 3,063

Worst case (£m) 3,417

2

3,000

1.5

2,000

1

1,000

0.5

0

0

Actual

Forecast

Actual

Forecast

Source: Mintel Cruises, February 2019

challenges

THEREWILL BE

People

THERE’S AMISCONCEPTION OF WHATTHE BRANDTRULY STANDS FOR. STRUGGLE TODEFINE CELEBRITYCRUISES

a general perception of cruising that it lacks exclusivity, is impersonal, crowded and perceived as being for older people.

+ COUPLED WITH…

+ FOR THOSE THAT…

cruises could appeal to, the association with luxury often highlights perceptions that it’s traditional and formal.

With

MARKETGROWTHHAS COME

…MORE COVERAGE (different routes to market)

…MORE PLAYERS (raising the bar)

…MORE SHIPS (keeping everyone on their toes)

2020 Scarlet Lady Celebrity Apex

Crystal Endeavour P&O Cruises Iona Spirit of Adventure Enchanted Princess Mardi Gras MSC Virtuosa Odyssey of the Seas 2021 Discovery Princess Wonder of the Seas Valiant Lady

And

TOTOP ITOFF

…MORE SPEND (cruise marketing £)

…WITH AGENTS SHOUTING LOUDER (split of marketing £ - Agents vs Liners)

20% 30% 40% 50% 60% 70% 80% 90% 100%

£140,000,000

£120,000,000

£100,000,000

£80,000,000

Liners Agents

£60,000,000

£40,000,000

£20,000,000

0% 10%

£0

2015

2016

2017

2018

2019

2015

2016

2017

2018

2019

Source: Nielsen Ad Dynamix

Two:

OUR SOLUTIONAND GUIDING PRINCIPLES

game changers

INTHIS SEAOF SAMENESS

WE HAVE OUR

EDGE CLASS

EDGE CLASS

FLORA

THE RETREAT

EDGE CLASS

FLORA

THE RETREAT

EDGE CLASS

THE REVOLUTION

FLORA

So

FAR, THESE STORIES HAVE HELPED MESSAGINGCUTTHROUGHAND BUILDAWARENESSOF THE BRAND

BUTTHERE IS NOWADISTINCT NEEDTO FOCUS EFFORTS ONCONSIDERATION ANDUNDERSTANDING.

24

Source: Hall & Partners knowledge Hub

We

NEEDA PLANTHAT ENSURES THESE STORIES ADDRESSOUR AUDIENCE AT EVERYSTAGE

NTB

YTC

Cruising is a holiday option for me

Celebrity is the brand for me over any other

THINK

Inspired by the innovation, luxury and purpose of Celebrity

Excited about cruising

FEEL

Book it with Celebrity Cruises

Book it with Celebrity Cruises

DO

each channel

ANDWE PLANTODOTHIS BYGIVING

A ROLE AND PURPOSE

BYTHINKINGOF MEDIAAS ‘ENVIRONMENTS’ THAT APPEAL TODIFFERENT moments ACROSS THE consumer journey

Awareness

WILL BEMOST EFFECTIVE WHENUSEDAS A ‘TRIGGER’ CONSUMERS ARE ATTHEIRMOST PASSIVE; OUR GOAL IS TOBUILDMENTAL AVAILABILITY.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

OOH

VIDEO

RADIO

Consideration

CHANNELSWILLWORK TOHELP ‘EDUCATE’ TAKE ADVANTAGE OF THE HIGHER DWELL TIME, AS MEDIA IS GENERALLYCONSUMEDMORE ACTIVELY.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

DRTV

OOH

VIDEO

RADIO

SOCIAL MEDIA

DIGITAL DISPLAY PRESS & MAGAZINE DISPLAY

INSERTS & MAIL

Primed

AUDIENCES ARE ACTIVATED FURTHERDOWNTHE JOURNEY IFWORK IS DONE ATTHE EARLIER STAGES, OURMESSAGES CAN CONVERTCONSIDERABLY EASIER.

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

TV

DRTV

OOH

VIDEO

RADIO

SOCIAL MEDIA

DIGITAL DISPLAY PRESS & MAGAZINE DISPLAY

INSERTS & MAIL

DISPLAY RETARGETING

Awareness = Trigger

SEARCH

Consideration = Educate

EMAIL PRESS CLASSIFIED

Activation = Action

add value

BUTWE NEEDTOTAKE THIS UP A LEVEL.

WHERE CANWE

AND

MORE CLEARLYDEFINEWHATWE OFFER?

RATHER THAN FOCUS ON REACHAND FREQUENCY ALONE, LET’S SHIFT EFFORTTO FINDINGTHE RIGHT PEOPLE INTHE RIGHT FRAME OF MIND.

guiding principles…

THROUGHTWO

High

ATTENTION

&

COMPETITION ATTENTION

COMPETITION

Our competition isn’t so much other brands, it’s people’s lives. People care less than we think and most often don’t want to give brands their attention.

How do we find people when they are most willing to give time?

Premium

CONTEXT

MEDIA HAS THREE KEY COMPONENTS: 1. The audience receiving the message.

2. The channel or platform on which they are receiving it.

3. The context in which it is being received.

RESEARCH HELPS US PROVES THE VALUE OF CONTEXT Campaigns in premium environments (vs non-premium)

+10.5% Brand awareness

+19.2% Stronger ad recall

+9.7% Brand perception

Source: Newsworks – the value of quality 2018

Celebrity

CRUISES’ STRATEGYONE-PAGER

THE CRUISE MARKET = VOLUME + PLAYERS + SPEND + AGENTS CUSTOMER = WHAT IS LUXURY?

CHALLENGES

IN A SEA OF SAMENESS, CELEBRITY CRUISES STAND FOR A NEW TYPE OF LUXURY, BUT NEED TO EDUCATE ON THE PROPOSITION.

INSIGHT

YET TO CRUISE

NEW TO BRAND

CUSTOMER

REASSURED REPEATERS

STATUS SHARERS

EXCLUSIVE ENTHUSIASTS

WORLDLY WANDERERS

LUXURY LOVERS

STORIES

EDGE CLASS

CELEBRITY FLORA

THE RETREAT

CELEBRITY REVOLUTION

STORIES

STRATEGY

HIGH ATTENTION

PREMIUM CONTEXT

EDUCATE CUSTOMERS WITH CONTENT THROUGH SELECTED ENVIRONMENTS FOCUSING ON HIGH DWELL TIME.

ANCHOR THE CELEBRITY BRAND AGAINST HIGH-QUALITY CONTENT AND SOPHISTICATED TARGETING.

PRINCIPLES

Three:

THE PLANOF ACTION

Our

TACTICAL PLANWILLWORK ACROSS THE CONSUMER JOURNEY

DREAMING

PLANNING

BOOKING

EXPERIENCE

ADVOCACY

Be inspiring

Be there

Be helpful

Awareness

Consideration

Action

Emotional

Rational

NOWLET’SMAKE CELEBRITYCRUISES famous

Dreaming TRIGGERINGAWARENESS AND BUILDINGMENTAL AVAILABILITY

TV

IS AMASSMEDIUM, BUTWE CAN STILL TAKE GUIDANCE FROMCUSTOMER BEHAVIOURS

Q - Type of ads you pay most attention to

40

35

35

30

25

20

15

13

15

13

9

10

7

4

5

0

Television

Internet

Newspapers

Cinema

Outdoor

Magazines

Radio

Source: Celebrity Cruises Segmentation 2018

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