launching ‘azura’
TRANSCRIPT
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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