Overview of Celebrity Cruises 2013-14 mobile strategy with a focus on tablet apps. Presentation at Adobe DPS Summit in New York, May 2014. For questions or recommendations, contact tina@digitalfaire.com

1. Celebrity Cruises: Mobile Engagement
May 8, 2014

2. Globally recognized
and awarded brand
Among the top 10 Large Cruise
Ships - Condé Nast Traveler 2014
Readers’Choice Awards
#1 Mega-Ship Cruise Line -
Travel + Leisure World Best Awards
Providing an updated luxury
vacation experience to:
• Affluent Vacationers
• Age: 35+
• Household income: $100,000+
• Net wealth: $500,000+

3. Africa
South America
Australia
Europe
North America Asia
Antarctica

4. 261 destinations
72 countries
40 overnight stays
36 cities

5. Destinations: taking you around the world in modern luxury
Staterooms
Airy spaces
with all the right,
tasteful details
Dining
Restaurants where
the design is just as
important as the
cuisine
Service
Intuitive service
with a keen eye
for detail
Activities
Do as much
or as little as
you choose
Escape from your day to day, feel relaxed and restored,
do what you feel like and know everyone will be happy

7. 7
Our Digital Strategy Follows the
Consumer Journey

8. Focusing on strategic segments
Within an evolving mobile ecosystem

9. Based on Travel Research
More and more users are beginning to research on mobile devices.
Source: Google Travel Summit, 5/13/13, “Marketing in the Multi-Screen World”

10. We modernized our web

11. OWpteim aizlsinog m foord emrunlitzipelde tdheev wiceebs

12. LaLuanWuchneicn hagiln sago r ame sropedosepnrosninivzseei vdhe ot hhmeoe mwpeaepgbaege

13. WFee aatlusroin mg oad reersnpizoends itvhee bwloegb
catalyst.celebritycruises.com

14. AWned arelssop omnosdiveern pizroemd oth pea wgeebs

15. While expanding Destinations content
We also modernized the web

16. 6 Months Minimum
per project!

17. We also Wmodhernyiz?ed the web
Select Design Agency Review Statement of Work Legal
Review and Approval Develop User Stories Draft Initial
Requirements Create wireframes Start Visual Design Design
Review #1 Design Review #2 Design Review #3 Develop
Functional Specs Sign off on IA IT Estimation Determine Scope
Start front-end development Technology Design Service
Development Content Creation Backend Integration Iterative
Quality Assurance Performance Testing Security Testing
Sarbane Oxley Compliance User Acceptance Testing Defect
Resolution Move into Production Smokescreen Testing Post-
Launch Enhancements

18. So, we started with
apps
More and more users are beginning to research on mobile devices.
www.celebritycruises.com/mobile

19. BrWoceh uarlseos Amloredaedrny izTeedll Othuer wSetobry

20. AdoWbee D aPlsSo “mapopdiefirendiz”e odu rth ber owcehbures

21. WeA daolsboe m DoPdSe rAndizveadn ttahgee wseb
1. Speed-to-Market
– Leverage existing InDesign files
– Re-purpose related assets, such as brand videos
and web-based deck plans
– Fewer technical considerations
2. Cost Savings
– Far cheaper than print
– No new content needed
– Smaller teams

22. Questions?
Tina Alexander
AVP, Digital and Web Marketing
Celebrity Cruises
TinaAlexander@celebrity.com
@tinaalex