Celebrity Cruises: Mobile Engagement

May 8, 2014

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

• Affluent Vacationers

• Age: 35+

• Household income: $100,000+

• Net wealth: $500,000+

Providing an updated luxury

vacation experience to:

Africa

South America

Australia

EuropeNorth America Asia

Antarctica

261 destinations

72 countries

40 overnight stays

36 cities

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

Our Digital Strategy Follows the Consumer Journey

Focusing on strategic segmentsWithin an evolving mobile ecosystem

Based on Travel ResearchMore and more users are beginning to research on mobile devices.

Source: Google Travel Summit, 5/13/13, “Marketing in the Multi-Screen World”

We modernized our web

We also modernized the webOptimizing for multiple devices

We also modernized the webLaunching a responsive homepageLaunching a responsive homepage

We also modernized the webFeaturing a responsive blog

catalyst.celebritycruises.com

We also modernized the webAnd responsive promo pages

We also modernized the webWhile expanding Destinations content

6 Months Minimumper project!

We also modernized the webWhy?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

More and more users are beginning to research on mobile devices.

So, we started with apps

www.celebritycruises.com/mobile

We also modernized the webBrochures Already Tell Our Story

We also modernized the webAdobe DPS “appified” our brochures

We also modernized the webAdobe DPS Advantages

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

Tina Alexander

AVP, Digital and Web Marketing

Celebrity Cruises

TinaAlexander@celebrity.com

@tinaalex

Questions?