Through analysis of the cruise line’s own customer data, social listening, and market research, Harte Hanks was able to identify and target a more ideal customer with messaging that catered to their behaviors and needs. This gave way to informed creative and highly targeted media execution, which leveraged the luxury experience rather than the destination, differentiating the brand from other cruise lines. We also improved landing page conversion through user-centric and conversion-focused design.
Focusing on segmentation across all digital channels, we deployed a successful a social media strategy that assisted sales teams and customers alike, greatly reducing unqualified leads. Our landing page optimization resulted in improved navigation, and our SEO strategy resulted in increases of over 90% of targeted search terms in the top 10 search results.