Carnival – P&O Cruises
Carnival Australia has been one of the most integrated and fastest growing clients Amnesia has serviced over the past year. In the beginning of 2008 CAU asked Amnesia to be part of a pitch for their new Intranet website. We won, and delivered a Sharepoint based Intranet that was easily managed, enhanced the internal communication and improved efficiency.
During this project, a digital strategy for the entire online account was created in Nov ‘08. We approached this holistic strategy by doing desktop research and interviews with 20 stakeholders which resulted in strategy recommendations and a planning for the implementation of the recommendations. It covered everything from their booking engine, the consumer website, B2B, campaigns, media (including search and SEO), CRM and social.
In one year, most of these recommendations have been implemented which took Carnival from having no digital to being a leader in the digital travel industry.
Some highlights from the past year:
The launch of pocruises.com.au and .co.nz, the consumer facing engagement and online conversion sites for P&O Cruises passengers. A visually rich and feature intensive experience, the site was several months in the making and an excellent example of quality collaboration between the team at Amnesia Razorfish and the team at Carnival.
Visit the P&O Cruises site here: www.pocruises.com.au
The implementation of the booking engine, which has peaked to about 20% online sales of the total revenue in the best selling month.
The launch of 2 ship blogs (Pacific Dawn and Pacific Jewel). Pacific Dawn blog reached over 175,000 views and over $130K revenue in 7 months. Pacific Jewel blog reached over 60,000 views and over $80K in 2 months.
9,052 facebook fans since August ’09 and 1,253 twitter followers
Our media campaigns (consisting of display advertising and search) have so far driven over
$7.3 million of revenue.
Campaign spotlight: 12 Days of Cruisemas
The ‘12 Days of Cruisemas’ was a lead generation campaign with no paid media.
Come up with an engaging concept that will grow the lead database and engages past passengers. It should compel people to go on a cruise and amplify the P&O cruises brand.
A social media campaign where 12 tasks need to be answered in 12 days in order to win a cruise for you and 3 friends. Every task has something to do with cruising; consumers are actioned to find the answers through clues that are posted on the blogs, facebook and twitter.
Results in 12 days:
19001 Entries in total, of which 9402 uniques. Over 7000 facebook fans by the end of the campaign. (~2000 at the start of the campaign)
Social media spotlight: Social engagement during the swine flu crisis…
Carnival Australia became the national symbol of the swine flu crisis as it was discovered first in NSW on one of their ships, Pacific Dawn.
Carnival Australia asked Amnesia’s advice on how to respond to this quickly evolving situation online.
We guided CAU in having the CEO of P&O communicating to the public directly by using their social channels: the blog, youtube, twitter , their website and digital PR. Every day a number of videos were posted to keep the public up to date before it would even reach the media. By doing this, P&O put themselves out there, but the response of the public was extremely perceptive and changed the perception from negative to very positive.