First-Class Travel Experiences: How Royal Caribbean Uses Magnolia CMS

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?