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Solution
Summary
Develop and implement a cruise package promotional
campaign including 360-degree virtual ship and
island tours featured on Travelocity.com and a
complementing advertising campaign.
Challenge
Miami-based Norwegian Cruise Line (NCL) is an
international cruise company whose fleet sails
to over 200 ports around the world. NCL needed
an interactive media product to promote NCL cruise
packages on Travelocity.com. NCL's business objective
was to increase cruise bookings and generate qualified
leads for future direct marketing campaigns.
Studio360 Solution
As one of the most visited Internet travel sites,
NCL had the opportunity to impress millions of
viewers daily on Travelocity.com.
Studio360 developed an interactive media-rich
product that enabled users to explore 360-degree
views of the interior spaces of the S.S. Norway
and panoramas of the Caribbean islands of St.
Thomas, St. John, St. Martin and Dominica. Virtual
tours create an immersive experience for the visitor
of being on the cruise ship and the four Caribbean
islands.
Studio360 negotiated a link to the tour from Travelocity's
landing page and Destination page for one month.
Studio360 also helped NCL promote the tour by
creating and executing an advertising and public
relations campaign consisting of press releases
and banner ads on numerous distribution channels,
including Yahoo Travel, Netscape, and DoubleClick's
travel network sites.
Highlights
The campaign generated a direct marketing mailing
list with over 13,000 highly qualified prospective
travelers. NCL benefited from a 1,400% increase
in cruise bookings on Travelocity.
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