[cruise marketing] targeting cruise audiences on social media

Demographics: Targeting River Cruise Audiences on Social Media

People you can talk to. Results that speak for themselves.

An award-winning social media agency, we work with a wide range of travel and tourism clients.

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Digital Visitor

Accolades

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‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘South Marketing Agency of the Year’

‘Social Media Agency of the Year’

‘Tourism Campaign of the Year’

Our clients

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Why social media?

• Highly targeted

• Cost effective • Inspirational

• Under utilised in Cruise –some notable exceptions

• Your audiences are on social

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Strategy & Tactics

Strategy Content Lead Gen Ads

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• Actionable insight

• Ensures activity is effective

• Relevant to audience

• Attention & consideration

• Pre-qualified leads

• Convertible audiences

• Highly targeted

• Cost effective

Brands

Interests

Media Consumption

Motivations Shopping habits

Key audience

Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay

Family & friends -

Visiting or visits to kids, talking and networking with friends, increasingly online where necessary

Holidays –

Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure”

Entertainment –

Catch up TV, art house movies, concerts, reading, some festivals & some sports

Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online

Empty nesters• 45+ year old

• Consulting or retired

• Well travelled & still travelling

• Family away from home

• Wealthy for time & money

Family & relatives

Experience & memories

Health & Comfort

Cultural & authentic

More online shoppers

Planned weekly

shop

What friends do

Read & research

first

Content

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Content

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• Tell your story - don’t sell

• Consistent editorial themes• Bring brand values to life

• Frequent updates

• Invite customers to connect & engage

• Brand touch point

• Capture feedback

• Evidence & validation

Lead generation

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Lead generation

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Lead generation

• Creative campaign hosted on social and website

• Directed targeted audiences to campaign

• Should immerse in brand and educate e.g. Illustrate new routes

• Captures leads / emails

• Phone numbers • Address for brochure

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Lead generation

• £5-£20 cost per lead in cruise?

• Social can deliver better quality or lower cost

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Social advertising

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Travel Advertising 2012

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Travel Advertising 2014

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Today

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Challenge: Promote discount offer for 2017

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Holiday offer promoted withweb click advert

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Today

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Challenge: Lead generation campaign for European cruises

Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice

Advert: Web click ad driving entrants to app on Facebook

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Social ads vs traditional

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Travel agency traffic

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook

Travel agency traffic

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Channel Impressions Clicks Cost

Lonely Planet 500,000 3,400 £17,820

Trip Advisor 1,822,834 £25,500

Travel network 3,000,000 2,177 £32,400

Facebook 750,000 27,222 £17,500

Airline bookings

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Channel Impressions Clicks Cost

Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook

Airline bookings

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Channel Impressions Clicks Cost

Daily Telegraph 1,336,760 5,333 £35,000

Readers Digest 1,200,000 3,390 £25,000

Guardian 412,000 £30,000

Facebook 562,000 18,750 £15,000

Key points

• Social can deliver your audiences

• Use social to Inspire and educate

• Sophisticated targeted

• Improved advertising

• Perfect for lead generation and getting better at direct sales

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Questions

Anthony RawlinsManaging Director

+44 (0) 117 911 1420

anthony@digitalvisitor.com

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