CRYSTAL CRUISES
The 30,000 foot view
Building anticipation and driving sales for the forthcoming launch of Crystal Cruises’ new ultra-luxe ship called for innovative solutions, digital marketing savvy, and lightning-fast delivery. WMX stepped up to create an interactive microsite that served as both a high-impact brochure for the ship and a robust online sales platform, and we did it in just two months.
The challenge
Crystal Cruises needed a digital marketing campaign as advanced as their new cutting-edge luxury vessel, the Crystal Endeavor. The Polar Class-6 Expedition yacht offered ultra-luxe cruising and exclusivity with staterooms for just 200 guests, butler service, Michelin-inspired dining, and a host of top tech like zodiacs, helicopters, and submersibles. The one-of-a-kind ship was bestowed with a worthy tagline.
The solve
To capture the magnificence of the ship we created an interactive microsite that would serve as an immersive digital brochure and functional sales platform using high-res renderings, conceptual images, and inspiring visuals. Though this engaging portal future voyagers could discover the unique onboard amenities, exotic itineraries, and cultural discoveries they would experience. Some of the interactive features baked into the site included:
- Responsive platform with refined breakpoints
- Animation of still renderings
- Interactive sliders to see ship amenities in action
- Roll over cards for quick access to ship features
- Form capture for direct leads to Crystal sales team
We partnered with the Crystal Cruises public relations team to boost awareness through an outreach campaign targeted at potential explorers, Crystal cruisers, and travel agents. This was all supported by an integrated media plan that leveraged SEM, content integrations, rich media units, and emails to drive traffic to the microsite.
The results
By every metric, the Crystal Endeavor microsite was a smashing success! So much so that it was rolled out to other markets and later folded into the Crystal Cruises website as a permanent feature. The on-site lead forms provided valuable insight and learnings that helped optimize our campaigns and further improve the microsite. All this led to a massive boost in bookings, more than double the projected sales numbers and the generation of thousands of valuable leads. This project proved to be a shining example of our capabilities and nimble expertise in a highly competitive industry.
higher initial sales projections for maiden voyages
leads generated across the campaign
