DELIVERING FIRST-CLASS TRAVEL EXPERIENCESHOW ROYAL CARIBBEAN USES MAGNOLIA CMS
DAVIDE GUZZETTI HEAD OF CORPORATE DEVELOPMENT, TINEXT
ABOUT TINEXT ABOUT ROYAL CARIBBEAN ROYAL CARIBBEAN ON MAGNOLIA PROMOTING OASIS OF THE SEAS KEY FACTS & RESULTS QUESTIONS
WORLD’S 2ND LARGEST CRUISE LINE OPERATOR 5 BRANDS (ROYAL CARIBBEAN, CELEBRITY CRUISES, AZAMARA CRUISES, PULLMANTUR, CROISIÈRES DE FRANCE) 17% OF WORLD CRUISE MARKET WORLD’S LARGEST CRUISE SHIP (OASIS CLASS, ALLURE OF THE SEAS)
ABOUT ROYAL CARIBBEAN
LOCAL EUROPEAN MARKETS AUTONOMOUS IN WEB MANAGEMENT royalcaribbean.it celebritycruises.it trade.royalcaribbean.it mobile.royalcaribbean.it royalcaribbean.fr
LOCAL MARKET EMPOWERMENT
MAGNOLIA CMS
CELEBRITY IT ROYAL FR RCCL IT TRADE PORTAL
booking engine CRM booking
engine news letter
legacy systems
RCCL MOBILE
MAGNOLIA RCCL PROJECTS AT A GLANCE
ROYAL CARIBBEAN ITALY CORPORATE WEBSITE+BOOKING, M-SITE, TRADE PORTAL
MARKETING NEEDPromote world’s largest cruise ship Low-budget, high-impact campaign
Objectives: Create awareness, Collect data, Involve travel agencies
TINEXT’S SOLUTIONOnline contest with facts about the ships Free competition Prize: 1 week cruise for two people Viral effect through Facebook Data collection
STEP 1 CONTESTANTS LOGIN VIA FACEBOOK TO START
A MOBILE VERSION OF THE CONTEST IS ALSO AVAILABLE
STEP 2 THE QUIZ HAS 6 QUESTIONS ON CURIOSITIES ABOUT THE SHIP
STEP 3 WHILE ANSWERING THE QUIZ, TIPS ABOUT THE SHIP ARE PROMPTED AND CAN BE SHARED ON FACEBOOK
STEP 4 QUIZ RESULTS ARE PUBLISHED ON FACEBOOK. FRIENDS ARE INVITED TO TAKE PART IN THE CONTEST
STEP 5 CONTESTANTS DATA ARE COLLECTED AND SENT BACK TO THE CENTRAL CRM IN MIAMI. QUALIFIED DATA BECOME LEADS.
STEP 6 LEADS ARE SENT BACK TO TRAVEL AGENCIES AND MADE AVAILABLE IN THE TRADE PORTAL
UNDER THE HOODMAGNOLIA TEMPLATING KIT CONNECTION TO SIEBEL CRM VIA WEBSERVICES FACEBOOK APP MARKETING TAGS: OMNITURE + GA TRACKING CODES
MAGNOLIA TEMPLATING KITEASY TO DEFINE TEMPLATES & COMPONENTS FOR SITE SECTIONS & FUNCTIONS OUT-OF-THE-BOX TEMPLATES & COMPONENTS CAN BE REUSED THROUGHOUT THE SITE OR EXTENDED
TEMPLATES
FORM TEMPLATE
FORM TEMPLATE
BUILDING THE FORM
SENDING DATA TO CRM
LOGGING IN
POSTING ON FACEBOOK
ANALYTICS TRACKING
MARKETING TAGS WITH MAGNOLIA 5
2 WEEKS NOTICE LOW BUDGET NO ADS BUDGET
3 DAYS OF DEVELOPMENT MINIMUM EDITORIAL EFFORT
KEY RESULTS20’000 REGISTRATIONS IN 3 MONTHS (ALMOST 7K REGISTRATIONS/MONTH) 12% CONVERSION RATE 30% REGISTRATIONS FROM MOBILE 32% BOUNCE RATE
THANK YOU!
QUESTIONS?