In 2019, Costa Crociere's tailored for the Chinese market cruise - Costa · Venice number after the 13th-century explorer Marco Polo came to China from Italy epic route, arrived in Shanghai in May, Officially joined the Costa Cruises Asian fleet. With the arrival of the Venetian, plus the Costa Rica, the Costa Verde and the Costa Rica New Romance, the Costa Cruises further explained to the Chinese guests “At sea, meet the good times”.
On May 18th, the new Venice of the Costa Cruises debuted in Shanghai. How to use the programmatic purchase method to enhance the popularity of the Costa Cruises in the Chinese market, find the target consumers more efficiently, and communicate with them in depth?
As a media business agent of Costa Cruises, Group's media agents Wavemaker and Xaxis are based on a wealth of experience in the travel industry, creating a breadth of communication, reaching out to the crowd and ensuring a quality media environment. The customized communication strategy enables potential customers to effectively establish brand awareness and obtain business opportunities in the short term.
For the cruise industry, there is a peak season. Spring and summer holidays are the peak season. The competition is fierce. Usually, consumers will start communicating with consumers in the first two or three months before the peak season. Therefore, starting in December 2018, Wavemaker and Xaxis opened the first wave of programmatic delivery for Costa Cruises, combining Farlinker, the precision marketing platform of UnionPay, and the group's own [m]Insights platform for the Costa Cruises. The expansion of potential consumers, the reach, and the efficiency of programmatic buying have increased.
In order to find more "right" target audiences, in terms of audience planning, Xaxis first worked with customers to identify the pre-departure stage of outbound tourism for high-end travel groups through the UnionPay Zhihui tourism forecasting model and survey data. In the first stage of the launch, the group orientation focused on the three groups of interest tags: “tourism, parent-child, food”. Then, [m]Insights conducted further user insights based on the actual crowded effect, and found that in addition to the “tourism, parent-child, food” interest tags, more female interest tags, such as beauty, apparel, etc., as well as island leisure tours Interested people and high-end hotel consumer interest groups also have a strong interest, and then customized to this type of crowd, dynamic optimization of the label greatly expands the breadth of communication, allowing brands to reach more potential consumers, improve the target population The accuracy of the identification.
During the ad delivery process, Xaxis uses the conversion rate of each crowd strategy to observe the weekly crowd strategy back-end conversion performance. Through weekly conversion data analysis, focus on the conversion efficiency-high delivery strategy, while suspending/correcting The population strategy with low conversion efficiency is continuously optimized to maximize the performance of each exposure and continuously improve the return on investment of customers. In the first quarter, the actual CTR increased by 2.8 times, and the conversion cost was reduced by 43% overall , which was 4.5 times higher than the benchmark of the cruise tourism industry .
It is worth mentioning that in this launching process, the crowd orientation strategy customized through the UnionPay Zhihui full scene big data platform has achieved very good results, helping the Costa Cruises to effectively manage marketing decision-making activities and improve user journey. Achieve intelligent marketing management and optimization. In the past month's launch, the conversion rate of the FedEx's overseas travel forecasting model orientation and customized crowdsourcing strategy was increased by 96% and 28% respectively compared with other strategies .
In this communication, based on crowd insight, Xaxis service team matched the best quality resources of the whole network to customers through programmatic and automated methods, from social media based on WeChat friends circle, BAT head video media, native Rich advertising forms, such as advertisements, use the multi-party heavyweight data partners represented by UnionPay Zhihui to achieve link-through [m]PLATFORM exclusive data management platform - [m]Insights' unique data advantage for real-time audience optimization, let More potential consumers feel that the Costa Cruises allows them to share time with their families and leave a shared memory.
More importantly, through the launch of the Costa Cruises, a large amount of first-party data has been deposited. These first-party data can not only guide the optimization effect in real time, but also continue to play a role in future business strategies and media strategies. The future media investment of Costa Cruises provides a guiding basis.
Note: This article was originally published in Mandarin on Madison Boom
