Costa Cruises 800# Tracking Case Study

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This case study shows how Beeby Clark+Meyler helped Costa Cruise Lines improve brand awareness with a paid search campaign that targeted top markets, helped drive online leads, and increased bookings.

Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media.

We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales.

For more information, contact Stuart Meyler, Principal
smeyler@beebyclarkmeyler.com, 203.653.7950

Visit: BeebyClarkMeyler.com
Follow: @gobcm

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Costa Cruises 800# Tracking Case Study

  1. 1. Costa Cruises!
  2. 2. BeebyClarkMeyler.com | @GoBCM! •  As Europe’s leading cruise line, Costa Cruise Lines was suffering from a lack of brand awareness in the U.S. – Costa was effectively dwarfed by the larger North American cruise players"  " •  Cruise buyer behavior analysis showed that customers researched cruises by destination (i.e. Mediterranean, Caribbean) prior to selecting a provider" •  Research also showed that most people completed their 
 booking offline "
  3. 3. BeebyClarkMeyler.com | @GoBCM! Aggressively target and track " •  BCM developed a paid search campaign that targeted the top feeder markets for Costa, highlighting their most competitive Caribbean and Mediterranean cruises"
  4. 4. BeebyClarkMeyler.com | @GoBCM! •  BCM devised an advanced tracking system to capture pre-cruise leads through brochure requests and tie these back to eventual sales"
  5. 5. BeebyClarkMeyler.com | @GoBCM! •  Finally, BCM worked with Costa to implement a dynamic 800# tracking solution to tie online research with offline purchase" 1-877-88-COSTA! 1-800-419-6195!
  6. 6. BeebyClarkMeyler.com | @GoBCM! •  The campaign drove over 15% of all online leads acquired during the campaign period" •  The overall click-through rate improved 125% during the campaign" •  The search campaign drove over 2,800 calls to the Costa call center, which resulted in a 1400% increase in bookings" •  Overall, program ROI including offline bookings generated via paid search was greater than 3.25:1" •  The campaign was nominated by OMMA as one of the Best Paid Search campaigns of 2008"
  7. 7. BeebyClarkMeyler.com | @GoBCM! Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. " We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. " For more information, contact Stuart Meyler, Principal" smeyler@beebyclarkmeyler.com, 203.653.7950" ! Visit: BeebyClarkMeyler.com! Follow: @gobcm"
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