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IDEAS
+ EXECUTION
BUSINESS STRATEGY
The Business Issue: Yield Optimization
As identied by the research*, Celebrity needs more
premium cruisers who pay full price.
INSIGHT
Today’s luxury buyer values unique experiences, and is willing
to pay a premium price to have them.
However, due to globalization, exclusive experiences are
Harder and harder to nd. Major cities have the same stores,
the same restaurants booked by celebrity chefs, and even
many of the same hotels.
*WCG Inventory Optimization Study
SUPPLY+DEMAND
WORKING FOR US
Celebrity
supplies unique
experiences
SUPPLY DEMAND
Luxury buyer's
demand for these
experiences is great
RESULT:
Generate premium priced conversions at scale
BLACKBOOK DELIVERY
Deliver unique experiences that appeal to luxury
consumers and command premium pricing.
"Various psychological
studies are showing
that all people – not just
millennials – are happier
when their money is
spent on living, rather
than on having.."
THE MARGIN LIES WITH
EXPERIENCES
THE PROGRESSION OF VALUE
THE MULTIPLIER EFFECT:
ROLE OF SOCIAL MEDIA
If it isn’t captured in social for today’s consumer, it didn’t happen.
Unique experiences are the most shared, hence these
experiences will create not only immediate results via increased
full price bookings, but a ‘multiplier effect’ to recruit new
customers via social media.
MODERN LUXURY PARTY BASH!
Four Ships!
Four Uniquely Themed Parties!
Four World Famous DJs!
Four Diverse Culinary Experiences!
Four Libatious Bar Experiences!
12,000 Guests!
IDEA 1
OBJECTIVES / ROI
Drive Premium Sales for Celebrity, Drive Trafc,
Awareness, and Make Noise!
The Ultimate Caribbean Luxury Cruise Party Destination!
12 / 28/ 2016
THE PARTIES
Four Celebrity Cruise Ships are at Port in St. Maarten.
Different Themed Parties go off on each boat, on that
night.
The Caribbean has never seen such an evening of
Modern Luxury.
That is the objective: Create a once in a lifetime evening,
and repeat it once every year and make it viral around
the world.
MODERN LUXURY
Decor
Music from famous Djs
Food from celebrity chefs
Local artisanal culinary establishments
Partying all night
Dancing ‘til sunrise breakfast.
12 / 28/ 2016
Each party is drenched in “Modern Luxury”,
with it’s own unique theme:
(Optional: liquor sponsors, fashion sponsors, jewelry
sponsors, other sponsors)
THE OBJECTIVE
Sell premium Celebrity Cruises, to premiere clientele.
Promote sales, the Celebrity brand, trafc, and viral buzz, by
creating quality modern luxury content, media & social media,
and drive trafc to www.celebritycruises.com.
Promote social media using high prole influencers in this
exclusive category.
Invite major media to cover the events like: ET Television,
Vanity Fair, Vogue, Style.com, Net-A-Porter.com, Thrillist, and
others.
This spring through December 2016, top editors create 150
of the highest quality “Modern Luxury” pieces of editorial and
social content to generate a massive sales push around the
December 28th parties and cruises.
“Buy a cruise and be part of the modern
luxury experience of the year!”
EXECUTION+DELIVERY
The 150 pieces of content detail the unique experiences,
personalities, and flavors of St. Maarten and the surrounding
islands.
EXECUTION+DELIVERY
The content (articles, editorials, and social posts) appear on
Celebritycruises.com. This premium content also posts to
other popular media websites with large targeted audiences.
The content scales on social media, via influencers in this
category with large social followings. Paid Facebook drives
more trafc to Celebrity. Each editorial and social post links
the Dec 28th parties and cruise sales, back to Celebritycruises.
com.
The content explores: celebrities, famous homes,
architecture & design, business personalities, luxurious
activities, culture, restaurants, nightlife, shopping, stories,
myths, cruises, chefs, Djs, parties and other social media
trends of the region.
Encompassing the Celebrity Experience:
“Buy a cruise and be part of the modern
luxury experience of the year!”
EXECUTION+DELIVERY
IDEA 2
They are given a lose script to act from: They engage with
passengers, eat, drink, party, dance, laugh, and are in love. We
are looking for the “special viral magic”.
The couples are paid to star in our lms.
There are 5 edited versions of the lms for distribution:
CELEBRITY FILMS SHOT ON
FOUR CELEBRITY CRUISES:
OBJECTIVES / ROI
12/28/2016
Drive Premium Sales for Celebrity, Drive Trafc,
Awareness, and Make Noise!
Four A-List Celebrity Couples (aka the talent) have the time of
their lives aboard Celebrity.
Four top directors are chosen to make the lms.
ST MAARTEN, THE CARIBBEAN
30 minute lm
10 minute lm
3 minute lm
1 minute & 15 second social media lms
HERE IS OUR WORKING LIST OF
TALENT TO STAR IN THE FILMS:
Tilda Swinton & Sandro Kopp
Demi Moore & Rumer Willis
Karlie Kloss & Derek Blasberg
Heidi Klum & Vito Schnabel
Helena Christensen & Paul Banks
Cindy Crawford & Randy Gerber
Dree Hemingway
Rebecca Romijn & Jerry O’Connell
Mark Ruffalo & Sunshine Ruffalo
Jennifer Connelly & Paul Bettany
Athena Calderone
Yvonne Force Villereal & Leo Villereal
Andy Cohen & Anderson Cooper
Peter Davis & Tinsley Mortimer
Julianna Marguilies & Keith Lieberthal
Ben Watts & Naomi Watts
Steve Eastwood & Margot Robbie (actors)
Elizabeth von Thurn und Taxis
Katherine Ross & Michael Govan
John Lee Hancock & wife
Bryan Lourd & Bruce Bozzi
Ann Dexter Jones & Mick Jones
Johan Lindeberg & Waris Ahluwalia
Mark Ronson & Josephine de La Baume
Marcus Samuelsson & Maya Haile
Jenna Lyons & Courtney Crangi
Justin Stefano & Maura Egan (Renery29)
Andrew Safr & Daniel Benedict (Cinema
Society)
Prabal Gurung (designer)
Casey Neistat & Candice Pool
Cynthia Rowley & Bill Powers
Gabby Hoffman from “Transparent”
Hannah Bronfman & Brendan Fallis
Lucky Blue Smith (model)
Carla Gugino & Sebastian Gutierrez
Alexa Chung & Poppy Delevingne
Shay Mitchell & Ashley Benson
Suki Waterhouse & Immy Waterhouse
CELEBRITY CRUISE
FOUR FILMS
STARRING Angelina & Brad
(or whoever is starring in each lm TBD)
The lms are beautiful visual narratives starring A-list Celebrities.
And they speak to the Modern Luxury brand message of Celebrity.
The lms are distributed on Celebritycruises.com, other popular
websites, paid media, promoted on social via influencers with large
social followings, paid video distribution platforms, and by invited
high prole media like: ET, The NY Times, Vanity Fair, Buzzfeed,
Net-A-Porter.com, Thrillist, and others.
The lms are linked back to Celebrity to push premium sales.
Parties on the ships are thrown throughout the year, in diverse
ports, and the lms are shown at these parties.
The stars of the lms host the parties and are available for press
and social engagement.
EXECUTION+DELIVERY EXECUTION+DELIVERY
THE RESULT
Promote the Celebrity Brand by creating quality modern luxury
content, media and social buzz, trafc to
www.celebritycruises.
com
, premium sales of Celebrity Cruises and throwing four of
the best parties of the year.
THE FEES
For both ideas, 1 & 2, there are a range of executions, talent,
and spend tbd to scale and drive trafc / social.
Once we dene client details, goals, and ROI, we can dene
budgets:
Parties: 650k – 1.5mm
Films: 500k – 2mm