×

Event Marketing is Celebrity Cruises New Model

Presort.com   July 25, 2013    

Last month, Vanderbilt Hall at Grand Central Terminal in New York City was turned into a replica of the expansive grassed-over Lawn Club on Celebrity Cruises’ Solstice-class ships. The event is part of a much more expansive plan by Celebrity Cruises to put way more funding and effort into reaching—and selling to—consumers face-to-face. This is a new marketing concept for a brand whose mainstay has largely been marketing to customers through direct mail and to travel partners, who in turn sell its cruises to consumers. The idea is to be out there, mixing it up with affluent consumers who like to travel to show them, through live events, iPad demonstrations, interactive sponsorships, billboards and other marketing what Celebrity cruising is all about and to ink the deal right there and then, if not soon after. The new marketing plan, called the “Intensification Campaign,” was born of a directive last year from the newly promoted president and chief executive officer, Michael Bayley, to innovate marketing. Executing that plan has been loaded onto the shoulders of sales directors across the country who now also carry the marketing role. Sheri Pasternak is one of those people. She is the director of sales for the Northeast now responsible for face-to-face consumer marketing for three of the 10 cities checked off by Celebrity as key markets: Boston, which kicked off its “Intensification” campaign May 1, New York began activations March 1 and Philadelphia is set to start its program Jan. 1, 2014. “Marketing was always handled at the corporate level and now marketing is coming to the field,” she said. “It’s the parachute approach. We come into a designated marketing area and saturate the market on a direct level to get more exposure for the brand—to be in face of customers and drive business directly to our travel partners.” On board On Celebrity’s Solstice-class ships, the half-acre club on its upper decks is carpeted with real grass, houses The Grill, where passengers can cook their own meals, has eight private cabanas, The Porch breakfast and lunch spot, an art studio, and, yes, a full-time groundskeeper to keep the grass meticulously clipped. At the Grand Central event, much of this sumptuous space was brought to life through a two-day sale event in June staged by Grand Central Marketing (GCM), Celebrity’s agency of record. A jazz trio was brought in from Lincoln Center, croquet was played and visitors relaxed in the lounge area to nibble on cheese and sip wine. Reps from tourism offices talked about the delightful food and beaches at destinations Celebrity ships travel to like Greece and the British Virgin Islands. A Celebrity Cruises sales rep shows a…

More:
Event Marketing is Celebrity Cruises New Model