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Launching ‘Azura’

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    Launching AzuraA presentation to P&O Cruises by

    MCBD

    20th August 2008

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    20thAugust 2008

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    Todays presentation

    Setting the contextThe building blocks

    Creative idea

    The customer Journey

    Bringing it to life

    Communications plan

    Budget breakdown

    Summary

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    Setting the context

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    Despite increasing supply, demand forcruising is in decline

    n millions

    :Source YouGov Market sizing report

    : , ( )2005 Base 12 221 respondents Fieldwork April 2006

    : , ( )2007 Base 14 002 respondents Fieldwork January 2008

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    And supply is really hotting up with48% YOY increase in ex-UKcapacity this year alone

    Brand Ship Year Capacity

    RCI Independence of the Seas 2008 3,634

    P&O Cruises Ventura 2008 3,080

    CCL Carnival Splendor 2008 3,006

    MSC MSC Poesia 2008 2,550

    Cunard Queen Victoria 2007 1,970

    Fred Olsen Balmoral 2008 1,104

    Hurtigruten Fram 2007 328

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    With the next two years of supplylooking even busier

    Brand Ship Year

    CEL Solstice 1 2009

    CEL Solstice 2 2010

    COS New build 1 2009

    COS New build 2 2009

    COS New build 3 2010

    CUN QE 2010MSC New build 1 2009

    MSC New build 2 2010

    NCL New build 1 2009

    NCL New build 2 2010

    RCI Oasis of the Seas 2009RCI Sister to Oasis 2010

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    So, we are under no illusion about theenormity of the task in hand

    , , . % ith 3 078 beds Azura will add 20 4 to POC scapacity

    . %his accounts for a 25 7 increase in fleetcapacity, *n passenger terms this means 93 532assengers in any one programme year

    nd with the annual UK cruise market predicted toeach. ,8m passengers in 2010 Azura alone will account. %or 5 2

    *Based on Ventura

    but before we get too depressed

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    but before we get too depressed,within the overarching context, thechallenge feels achievable

    in millionsTarget of ,6 766

    newcomers for the firstprogramme year is only

    . %2 6 of active potentials

    :Source YouGov Market sizing report

    : , ( )2005 Base 12 221 respondents Fieldwork April 2006

    : , ( )2007 Base 14 002 respondents Fieldwork January 2008

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    First we needed to get under the

    skin of the brief. We believe thereare 4 key building blocks

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    The building blocks of a big idea

    W h a tw e are

    H o w w esa y it

    W h ow esa y it

    to

    W h a twe say

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    The building blocks of a big idea

    W h a tw e are

    H o w w esa y it

    W h ow esa y it

    to

    W h a twe say

    For too long the category has pretended to be

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    For too long the category has pretended to besomething else: yet the benefits of cruisingare numerous and thrilling

    V a lu e

    V a rie ty

    C o n ve n ie n ce

    C h o ice

    C o m fo rt

    A d ve n tu re

    S o cia b ility

    E xp e rie n ce m o re

    Togetherness

    ,e are unashamedly a cruise brand and we do iteally well

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    Its clear that we mustdifferentiate from RCI

    AmericanFreneticDisposable

    IntrusiveGimmicks

    New un

    BritishExpertStylishEffortlessRealContemporaryExperientil

    , ,owever whilst fresh and unique to Azura thedea must be &mmediately recognisable as for P O Cruises

    And because the brand needs to secure

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    And because the brand needs to securenewcomers across the fleet, whatever we doneeds to have broad appeal

    zura must be the flagship and talking point forhe fleet

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    n a category shying away from what,t does.e want to embrace it We believehis is the .oment to overtly celebrate cruising

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    The building blocks of a big idea

    W h ow esa y it

    to

    W h a twe say

    H o w w esa y it

    hat we:re Acruise brand

    and proud of

    it

    With 50/50 t t h di

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    With 50/50 targets, we have a diverseaudience to span

    Cruisers Knowledgeable Differentiation Detail

    ew cruisers Unsure Captureimagination

    Sell and

    handholding

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    What they are after is quite different

    C ru ise rsR E IT E R A T IO NEXPLORATION

    ew cruisersCONSIDERATIONEXPLANATION

    e must excite and inspire both groups with anified creative approach

    We therefore need to reflect these

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    We therefore need to reflect these and other key differences in ouroutbound communications

    C ru ise rs ew cru isers

    Family -on Family( )eneric-ll data capture must enable us to identify these

    ,udiences wherever possible

    Family -on Family( )eneric

    But we also need to be smart about

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    But we also need to be smart aboutwhere we invest our budget, givenAzuras appeal and target audience

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    The building blocks of a big idea

    W h a twe say

    H o w w esa y it

    ho we say it:o The rightcruisers and

    active potentials

    hat we:re Acruise brand

    and proud of

    it

    If we are about the joy of cruising,

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    If we are about the joy of cruising,then we must bring it to life in themost compelling way

    heshipheplaces

    here you go is inextricably linked with how youet there

    And both the ship and the places

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    And both the ship and the placescapture the essence of the best ofcruising

    V a rie ty

    C h o ice

    E xcite m e n

    tFood

    E n te rta in m e

    n tA ctivitie s

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    -zu ra D isco ve r a h o lid ay w h e re th eo u r n e y s a s e x citin g a s th e p la ce s y o u v isit

    Our creative proposition

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    The building blocks of a big idea

    H o w w esa y it

    :hat we say Aholiday where

    the journey isas exciting asthe places you

    visit

    hat we:re Acruise brand

    and proud of

    it

    ho we say it:o The rightcruisers and

    active potentials

    What we need is a neat evocation

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    What we need is a neat evocationof the four key values

    Cosmopolitandesign

    Experiencerich

    ,Indulgentluxurious

    & sophisticatedgetaway

    Spontaneity& diversity

    , ,nspiring stylishinviting

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    The building blocks of a big idea

    ow we say:t,Inspiring

    ,stylishinviting

    :hat we say Aholiday where

    the journey isas exciting asthe places you

    visit

    hat we:re Acruise brand

    and proud of

    it

    ho we say it:o The rightcruisers and

    active potentials

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    Creative idea

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    The best holidays are full of stories. And P&O Cruises

    newest superliner, Azura will be brimming with them.

    It could be discovering a pod of dolphins playing in the

    ships wake. Or enjoying a spine tingling Thai massage

    in the Oasis Spa. Or seeing dawn break over the

    magnificent Doges Palace in Venice.

    With so much to see and do, every day, every deck,

    every destination is a new story just waiting to be

    written

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    The Customer Journey

    We have developed a framework

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    We have developed a frameworkfor the customer journey

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM WARM

    ENQUIRERSHOT

    BOOKERS?

    Each stage takes potentialt l t th b ki

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    customers closer to the bookingstage

    Outbound Engagement Fulfillment

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM WARM

    ENQUIRERSHOT

    BOOKERS?

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    Bringing it to life

    Outbound: Finding new suspects

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    Outbound: Finding new suspects

    PROSPECTS

    COOL

    PASSENGERSLUKE WARM WARM

    ENQUIRERSHOT

    BOOKERS?

    - ,longside traditional cold lists and e DM we -ropose testing an alternative approach to low-ost lead generation via online offer led leadgeneration

    PROSPECTSCOOL

    SUSPECTSCOLD

    Finding new suspects

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    Finding new suspects /Ventura cold E DM successful in providing response

    - /4 stage E DM campaign . %5 5 response rate ( )17 Cost Per Response 26 contactable

    , ,However few bookings have been made especially forVentura

    (3k Cost Per Booking 20k per Ventura)Booking

    nline Lead Generation Online audience screened to reflect/E DM targeting

    Prize draw mechanic to promoteresponseEnables additional questions to be

    , . . , .asked e g Make up of party etc .Delivered across several lead gen

    vehicles from multiple providers . ( . )Estimated CPL of 1 2 1 2k CPT

    Predicted to generate up to 20kleads pcm

    /old E DM ,Reflects previous targeting but

    Ventura responders profiled to:refine approach - ; +; + ;35 55 HH income 40k 2 hols pa

    - ; :Mosaic A C Interests Luxury; /Travel Gourmet Food Wine

    We also recommend the inclusion of( .family groups excl from Ventura

    )DM / .E DM to be split Family vs GenericEstimated data cost of 175 CPT

    for three contacts

    SUSPECTSCOLD

    Outbound: Capitalising on

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    p gprospects

    PASSENGERSLUKE WARM WARM HOT

    SUSPECTSCOLD

    e propose announcing Azura to this audience andesting the responsiveness of Ventura andeneral enquirers

    PROSPECTSCOOL

    ENQUIRERS BOOKERS?

    Capitalising on prospects

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    Capitalising on prospects

    No results available for reactivation of existingprospects for new ship launch

    eneral Enquirers ,Further 34k prospects available but

    ,ship of interest unknown so thismay be less responsive

    We will use Mosaic to filter thisaudience to better reflect the/Ventura intended 6166 audience

    profile

    entura Prospects11k Ventura prospects availableThis audience should be responsive

    to the 6166 proposition

    PROSPECTSCOOL

    Outbound: Maximising the right

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    ENQUIRERS

    passengers

    WARM HOT

    SUSPECTSCOLD

    PROSPECTSCOOL

    e recommend using Portunus to communicate the,aunch to the wider audience at low cost whilesing direct comms to discrete audiences likelyo be responsive to the Azura proposition

    WARM

    BOOKERS?ASSENGERSLUKE WARM

    Maximising the right passengers

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    Maximising the right passengers

    -Past passengers are a well proven source of bookingsfor the launch of a new ship

    ,However we need prioritise our investment in this,audience wisely given the ambition to acquire a

    newcomer audience ,Additionally Ventura experience has shown that more

    & -traditional P O passengers are not well suited to the Big Ship Cruising experience

    ther PassengersAn estimated 100k people travelled

    / (on other ships in 08 09 from )Ventura Profile Report We will use Mosaic to filter this

    audience to better reflect the/Ventura intended 6166 audience

    profile

    / /entura Oceana 08 09 PassengersEstimated 115k Ventura and Oceana

    ( prospects available from Ventura)Profile Report

    PASSENGERSLUKE WARM

    How the creative will look for

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    outbound

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM

    Teaser email

    DM booklet

    Post email

    Teaser email

    DM booklet

    Post email

    DM booklet/postcard

    Portunusad

    Moving on to Engagement

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    Moving on to Engagement

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM HOT

    BOOKERS?WARM

    ENQUIRERS

    Engagement: the enquirers

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    Engagement: the enquirers

    o drive our variously sourced leads closer to real, :xcitement and the desire to book we propose microsite that excites and inspires both existing and, ,ew customers built on intrinsic themes not explicitfunctionality -segmented E CRM conversion programme tailored to tap.nto the different needs of newcomers vs previous-ruisers and family vs non family groupshese will constantly drive prospects to raise theirand as an intended booker

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM HOT

    BOOKERS?WARM

    ENQUIRERS

    Making the most of enquirers

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    Making the most of enquirers

    The microsite is key in bringing Azura to life to,visitors stoking excitement as we build towards

    AprilCurrent assumptions predict 315k visitors across theyear equating to approximately 158k during the

    - ( - )pre launch period Nov Apr , -At the same time a 4 stage tailored email programme

    will drive prospects to sign up for the Aprillaunch pack

    Fulfillment 4 email communications initial thank

    , - ,you plus monthly follow ups in Jan Feb& MarchAll communications opportunity to sign

    -up for a pre launch packAll communications are tailored by

    groups requiring greatest message

    :differentiation

    .Newcomer vs Previous Cruiser . - ( )Family vs Non Family Generic

    nline Landing PageLanding page for enquirers carries

    competition data captured used toidentify audience profilenline Microsite

    = , =Existing Reiteration New Consideration & Excite inspire both groups Explore& Explain

    Site interaction brings creative thought

    to life -Always provides opportunity for data

    -capture to feed E CRM programme

    WARM

    ENQUIRERS

    How the creative will look fort

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    engagement

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM

    Teaser email

    DM booklet

    Post email

    Teaser email

    DM booklet

    Post email

    DM booklet/postcard

    Portunusad

    WARMENQUIRERS

    Microsite

    Landingpage

    Emails

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    Launch: the big push

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    g p

    e would only recommend releasing the DVD when.ooking becomes a reality For our hottestnquirers we would recommend more than just the, VD but must prioritise our investment wiselyocussing budget on the key audience moreeflective of the Ventura passenger profile

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM WARM

    ENQUIRERSHOT

    BOOKERS?

    Taking the final step

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    g p

    , ,In April when it becomes possible to book we feed the excitement by sending out our launch pack

    We propose sending out the DVD to everyone that has,requested one but investing more heavily in our

    (desired audience more reflective of Venture), passengers by sending out our Endless Stories

    book to bring the possibilities to life All contacts will receive a launch email

    emaining leadsLaunch pack requesters not meetingthe Ventura profile receive the DVD

    -Non requesters receive launch emailonly &Letter email are tailored to

    .newcomer vs previous cruiser and

    . - ( )family vs non family genericaudiences

    (riority leads Ventura)rofileKey audience for AzuraMailed a launch pack containing

    both the DVD and the EndlessStories book

    .Letter is tailored to newcomer vs

    .previous cruiser and family vs

    - ( )non family generic audiences

    HOT

    BOOKERS?

    How creative will look forfulfilment

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    fulfilment

    SUSPECTSCOLD

    PROSPECTSCOOL

    PASSENGERSLUKE WARM WARM

    ENQUIRERSHOTBOOKERS?

    Launch book

    DVD

    Teaser email

    DM booklet

    Post email

    Teaser email

    DM booklet

    Post email

    DM booklet/postcard

    Portunusad

    Microsite

    Landingpage

    Emails

    The idea is sufficiently broad toextend into other channels

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    extend into other channels

    Press

    Inserts

    Online advertising

    PR launch

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    Communications Plan

    COLD COOL UKE WARM WARM HOTOUTBOUND &I CR OS IT E F UL FI LM EN T O OK IN G L AU NC HSuspects ( )rospects previous enquirers revious passengers &rowsers Explorers Enquirers otential Bookers

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    IPT Leads from survey ,30 000

    Ventura ( )Mail email ,11 000

    /Ventura Oceana &P o rt u nu s M a il ,115 000 Additional Visitors ,157 500

    Email programme Prioritised leads Secondary leads All Leads

    .Online lead gen . 1 2 0 p er l ea d M os ai c M at ch ( )Mail email ,15 000

    /Other Mosaic match &P o rt u nu s M a il ,25 000

    % registered %5 + ,T h an k y ou J a n M a rc h &L a un c h B o ok D V D DVD only Launch Email

    From 34k Other Portunus ,50 000

    Total additional registrations 7875 ( . )inc pre launch pack offer

    .From add visitors ,7 875

    %20 1575 %30 2363 7875

    Cold , ,Email Mail Email ,100 000 From Cold ,35 500

    %25 8875 %25 8875 35500

    CPM 175

    From Prospects ,2 448

    %70 1713 %30 734 2448

    ,17 500

    From Passengers ,21 656

    %20 4331 %50 10828 21656

    Sub Total 67479 16495 22800 67479

    e g is t er e d e n qu i ri e s f o r 6 1 66

    IPT qualified Leads %100 ,30 000

    %Ventura . %11 0 ,1 210

    & %Ventura Oceana . %13 8 ,15 813

    %Cold . %5 5 ,5 500

    %Mosaic . %8 3 ,1 238

    %Mosaic . %12 4 ,3 094

    %Other . %5 5 ,2 750

    u b T o ta l ,5 5 0 0 u b T o ta l ,448 u b T o ta l ,1 6 5 6

    O T AL r e gi s te r ed e n qu i ri e s f o r 6 1 66 f r om O u tb o un d ,9 6 0 4

    :Assumptions

    Based on results provided on Cold DM for Ventura

    Visitor and conversion numbers as provided by Elliott Pritchard

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    Budget breakdown

    Overview of budget breakdown

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    Fee

    DM Microsite

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    Summary

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    In summary

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    Celebrate cruising

    Let Azura standalone, yet be recognisably P&OCruises

    Do both explanation and exploration in ameaningful way for both audiences

    Engage and reward throughout the process Wrap communications in a compelling story

    . , .zura One ship endless stories

    Hey presto: weve crunched somenumbers, and

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    , ,By booking launch we are driving 67 479 enquirers

    % , , at 5 conversion this means 3 374 bookers

    . ,at an average of 2 037 passengers per booking

    ,this means 6 873 directly booked passengers . %which accounts for 7 35 of programme year

    bookings

    which roughly correlates with your directbooking percentage

    numbers, and

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    Thank you


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