Consideration

TUI Cruises sails into smooth waters with an effective targeting strategy

TUI Cruises

TUI Cruises used interest and keyword targeting related to its new destination—South Africa—to gear their activities on Pinterest towards their target audience and achieve an engagement rate that was 3x higher than the rate achieved on other platforms.

TUI Cruises' Mein Schiff® fleet has been travelling the seas since 2009. Onboard, you’ll find guests with an appreciation of freedom, quality, and generosity, combined with an exploratory spirit and an appetite for the high seas. And, as part of the “Premium All Inclusive” concept, meals and beverages, spa access, a sports area, and onboard entertainment are all included in the cost of travel.

TUI Cruises decided to launch a new campaign on Pinterest to introduce their new travel destination, South Africa, to an audience of potential new travellers. Additionally, TUI Cruises wanted to drive traffic and engagement to their website.

Key results:

higher engagement rate vs. other platforms¹

2.5x

lower CPC vs. other platforms¹

Travel is a major area of interest on Pinterest. Pinners are always looking for inspiration for their everyday lives, as well as for the year’s most special moments, like holidays. All this made Pinterest the perfect setting for TUI Cruises to spark interest in their new destination.

For paid activities on Pinterest to reach their target audience—namely, Pinners with a penchant for cruises—TUI Cruises made use of interest and keyword targeting. Furthermore, the team employed bold imagery and inspiring nature photography to drive engagement with the target audience.

“

By gearing our activities towards our target audience, we were able to boost engagement in a highly cost-efficient way and drive awareness for the new TUI Cruises destination within the relevant target group.”

Laura Burmeister,
Media Marketing Manager, TUI Cruises GmbH

The marketing potential of Pinterest’s targeting options—especially when compared to other platforms—quickly became obvious for TUI Cruises.

The campaign’s results exceeded expectations. The engagement rate turned out to be 3x better than it was other platforms, while the CPC was 2.5x lower—a good reason to “gradually develop this channel further,” as Benjamin Bunte, Director of Performance Deutschland Media GmbH, stated.

Speaking of which, Performance Media Deutschland GmbH has been TUI Cruises’ lead digital agency for a long time and helped immensely on the Pinterest campaign, from planning and set-up to optimisation.

Tips for your next campaign
Try these Pinterest best practices to get more out of your ads:

1.
Use keyword and interest targeting to find the optimum way to reach your target audience.

2.
Design creative assets that blend in with the type of imagery that works on Pinterest.

3.
Emphasise your message with short text overlays.

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