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Situation: Bookings were down after recession; however, I fielded research and found that consumers were willing to spend but want transparent pricing and good value.
Strategy: Develop integrated campaign to drive awareness of all elements included in a Disney Cruise to mitigate price barrier and demonstrate value for price paid.
Key Challenge: Influencing leadership to shift from heavy "heart" sell to more balanced "head and heart" sell and landing elevated creative to tell that story.
Results: Success on all fronts! Campaign delivered engagement - received highest CTR of all display ads in 2014 and "What's included" is still a core pillar for the company today.
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