Unica compagnia del settore a battere bandiera italiana, il Gruppo Costa è il più grande operatore turistico italiano. Parte del Gruppo Carnival Corporation & plc, quotato alle borse di Londra e New York, leader mondiale di settore, al Gruppo Costa fanno capo i due marchi Costa Crociere e AIDA Cruises. Con 26 navi in servizio, per una capacità complessiva di circa 88 mila posti letto, il Gruppo ha la sua sede a Genova e opera a livello globale, principalmente sulle rotte del Mediterraneo, Nord Europa, Mar Baltico, Caraibi, Nord e Centro America, Sud America, Emirati Arabi, Estremo Oriente.
Digital Innovation along the Customer Journey
Candidato nelle categorie:
- User Experience
Through data, user interviews and design sprints, following the process of understanding, ideation, prototyping, validation and iteration, we created modern digital platoforms. In the discovery and booking phases, the new website optimized with personalization and A/B testing activities increased the Conversion rate of 53% and the penetration rate of +105% vs PY. A new pre-cruise platform – MyCosta – has been completely redesigned and now it’s ready to be published to allow the users to personalize their cruise with services and products. A new App who is real guest companion for the users during the cruise, reaching a penetration rate by cabin of 80%.
Full Funnel Evolution of Digital Communication
Candidato nelle categorie:
- Digital Marketing
From awareness, through consideration to conversion to maximize investment efficiency. We defined precise audiences to plan media activation and personalized messages. Everything based on Costa Targets: experiencing together families, silver explorers, exploring couples. Customer needs and user preferences have been associated to MindShare/GroupM platform in order to enrich targets with specific information on media consumption. Activate high-value audience segments in the GroupM’s data platform through programmatic buying, extend audiences through lookAlike. LP, media display and DEM have been personalized consistent with the 3 targets.