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Solution
Summary
Develop a rich-media website
Halcaribbean for the Holland America Line and delivery of
video content within an opt-in e-mail campaign to 128,000 online customers.
Challenge
To increase Holland America's market share of the Caribbean Cruise
purchases among its target audience of adults ages 44-65, while only using
the client’s archived content.
studio360 Solution
Simplifying the online experience, for the busy parents and retired adults
that make up this unique demographic, studio360 created compelling content
utilizing java video playback to engage the user in rich-media without
discouraging them with plug-ins and complicated downloads.
Reinventing the existing stock of Holland America's video footage and graphics,
studio360 distilled the content of archived images into usable products by
developing three videos. Featuring customers and employees sharing why they
chose Holland America as their cruise line.
Finally, to increase traffic on the newly developed Website, studio360
implemented a rich-media marketing campaign utilizing the videos within its
opt-in e-mail delivery to reach 128,000 online customers.
Highlights
Launching the new Website and delivering video in the e-mail campaign shot
the Website's average of 200 daily visitors up to 2,700 daily visitors!
E-mails containing the video were opened 33% more often than the HTML
e-mails. While the rich-media content would engage visitors for an average
of nine minutes.
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