CRYSTAL CRUISES

WHERE LUXURY IS PERSONAL

THE CHALLENGE

For almost 30 years Crystal Cruises has been pioneering revolutionary luxury travel at sea. From their award-winning service, The Crystal Experience, to groundbreaking itineraries across the globe, each Crystal Cruise is personally tailored to fit travelers every desire. When it was time to create stronger brand awareness and an effective and smart marketing plan, they turned to WMI.

MAKING WAVES

Endeavor Microsite

Crystal had just announced the launch of its newest ship, the Crystal Endeavor, an expedition yacht with its maiden voyage sailing in 2020. Alongside a press release, Crystal needed to generate buzz awareness surrounding Endeavor’s global itineraries while simultaneously encouraging consumers to book once on sale.

WMI designed and built a microsite that provided an overview of the ship, deck plan, amenities, and most importantly, the itineraries. The site was turned over at a rapid speed and was such a success that it eventually became part of Crystal’s main website.

SMARTER CREATIVE

Crystal Cruises has won Travel and Leisure’s “World’s Best Awards” 23 years in a row. With an impressive accolade like that, we decided to use that as the creative focal point to develop “The World’s Best” landing pages. These landing pages were created to create lead capture as a solution to drive media to their existing website.

We noticed Crystal Cruises did not have appropriate tracking implemented. Once we added the right tracking systems, we were able to provide Crystal Cruises with reporting capabilities that attributed leads. The “World’s Best” landing pages provided users with just enough information to highlight the brand while driving them to submit information for a quote.

We were able to increase their leads by 57% and reduce CPL by 32%
(March 2018-December 2018)

LUXURY IN MOTION

Taking existing creative from Crystal’s most current photoshoot, we created a series of banners. The eye-catching images coupled with copy that sparked feelings of wanderlust visually articulated the core values of the Crystal brand through the depictions of these fairytale-like vacations.

ILLUMINATING THE MAGIC OF CRYSTAL

In addition to the series of digital banners we did in 2018, we used images from the same photo shoot to create a multimedia banner. We introduced the headline “Illuminate Your Journey With Wonder” to tie the charming image and captivating video of the banner with the brand’s unique and luxurious voice that tells tales of magical vacations that can only happen when sailing with Crystal Cruises.

CAPTURING BEAUTY IN A BRIDGE CAMPAIGN

Crystal Cruises was amidst another photoshoot when they approached us to assist with a bridge campaign. We introduced the headline “Illuminating Every Journey” to complement and refresh their existing photography to visually bring to life the magic of a Crystal voyage.

STANDING OUT IN A CROWDED INBOX

Our eCRM partnership with Crystal initiated in February 2019 to support Crystal’s email marketing communication. To give Crystal a competitive edge with their email communications, we implemented IBM site-side tracking, marketing automation, enhanced reporting analytics, new email tactics and testing, and a diverse array of messaging to capture the audience’s attention and increase the click rate.

Since we came on board Crystal River Cruises has seen much improvement in areas like 20% open rate increase in consumer-facing emails, an impressive 500% increase in booking revenue in the first three months (May-June), and a 16.4% effective rate in booking reminder performance.