Celebrity Cruises
Strategic targeting and fresh creative drove remarkable efficiency and engagement.
Goal
Celebrity Cruises passengers don't just book a holiday; they book an experience. The premium cruise line knows its audience well: travellers seeking their next adventure at sea, who are already planning their dream getaway months in advance.
The team wanted to reach these experience-seekers where they're actively looking for inspiration. They turned to Pinterest to connect with travel lovers, boost consideration, and efficiently engage with prospective cruisers. By tapping into Pinterest's engaged audience and powerful ad solutions, Celebrity Cruises set sail on a campaign that was designed to make waves.
Strategy
Celebrity Cruises ran an always-on campaign, blending multiple targeting and creative tactics for maximum impact. They focused on UK audiences aged 25 and above, using persona-based targeting to reach high-potential audiences. Keyword and interest targeting ensured their ads reached people who were actively seeking travel inspiration on Pinterest.
The brand refreshed their creative to align with key travel moments and follow Pinterest's creative best practices. Working with media agency Mediahub, they leveraged Pinterest Performance+, the Trends tool, and Pinterest Tag to track performance, optimise campaigns, and tap into trending searches. This multi-faceted approach helped them stay relevant and top-of-mind with their audience throughout the year.
“
Pinterest has proven to be an invaluable platform for connecting with travel enthusiasts. This campaign showcases the power of strategic targeting and creative alignment, achieving outstanding efficiency and engagement while reinforcing Pinterest as a key channel for helping to drive consideration among travel audiences.”
Charlotte Wardle
Celebrity Cruises, Senior Media Account Executive
Results
The campaign delivered results that outperformed expectations. Celebrity Cruises reduced their cost per click by 48% compared to their target, making their marketing investment work harder.1 Even more impressive, they achieved a click-through rate that was double the average travel benchmark, proving that the right blend of targeting and creative can turn browsers into engaged prospects.
48%
Lower cost per click than Celebrity Cruises' target¹
2x
Higher click-through rate than the average travel benchmark²
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