Situation

Celebrity Cruises was launching a new route and wanted to send off the inaugural sail with a bang on social media. They wanted to do this by diving into video content in a new and creative way — a way that their fans hadn’t seen before.

Travel Mindset organized a complete 360 approach, literally. We outlined 360-degree videos, short-form socially sharable videos, blog content on influencers’ blogs, social media photos and in-house content series on iExplore. We developed a social media and content calendar to ensure Celebrity Cruise would be trending on launch day and then spread additional shares throughout the campaign timeline to make sure they were always top of mind and hitting consumers on multiple touch points.

Objectives

Results