CELEBRITY CRUISES
was firing the agency when I got the assignment (on my first day, taking over as Executive Creative Director of Entertainment)—to retain the business. Cruises were not selling. The agency had done a sloppy job. Celebrity had four new billion-dollar-per-copy ships, they were bleeding to death on the high seas. I told the CMO, stop advertising, start entertaining.
This documentary series ran only on the reskinned Celebrity website, with no outside advertising push, no outside channels. It swept the category overnight. Our shows had a higher view-through-to-completion rate than all three major TV networks (NBC, ABC, CBS) combined.
The result? A 230% increase in sales in only six months. Cruises that were selling at 15% occupancy prior to the series, sold out months in advance. The entire industry tried (in vain) to mimic the campaign. The agency retained the business.
