Celebrity Cruises: Mobile Engagement
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Celebrity Cruises is a globally recognized luxury cruise line targeting affluent travelers aged 35 and above. The company emphasizes modernizing its digital strategy and mobile engagement to adapt to changing consumer behaviors, focusing on user-friendly online resources and optimizing its web presence. The document outlines project plans for web modernization, including design reviews, content creation, and various testing phases to ensure a high-quality digital experience.
Celebrity Cruises: Mobile Engagement
- 1. Celebrity Cruises: Mobile Engagement May 8, 2014
- 2. Globally recognized and awarded brand Among the top 10 Large Cruise Ships - Cond辿 Nast Traveler 2014 ReadersChoice 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
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- 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
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- 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