EdelmanJanuary 2018, Shanghai2018 Costa CruisesCommunications Plan
2018 Communications PrioritiesCultural BrandEnhancementEnhance the cultural brand positioning of “Italy at Sea” and enlarge influence within the media and industry.Product USP PromotionPromote Costa’s leading offerings across the five product pillars of Entertainment, F&B, Football, Shopping and ShipMarket TailoredCommunicationDeliver tailored communications for different areas/lines (North, East, South) and throughout different seasons (high and low)
Sharing, togetherness, easy to travel: these are all key motivations for cruise travelers who place a high value on stress-free time together.But these attributes also apply to many of Costa’s competitors, making it difficult for Costa to own this space.
Costa’s “Italy at Sea” philosophy is what makes a cruise with Costa different from any of the others. From fine Italian dining, to a unique Juventus Experience, Costa brings the best of Italy to all guests.Italy at Sea – Costa’s USPBut how does this tie in with our customer and their requirements?
Understanding Our CustomerWhether families or couples, both share the same motivation for taking a cruise:to spend quality time with loved ones and enjoy new experiences in a stress-free, relaxing environmentPost 1980’s(25 – 34 y/o)Post 1970’s(35 – 45 y/o)Family Outbound VacationCouple Outbound VacationSo how does Italy at Sea allow them to achieve this in ways that other brands don’t?
Two Cultures ApartThe Chinese are not particularly well known for their ability to open up and express themselves, despite many wishing they could do so.30%feel embarrassed expressing their love to their families40%want to express their love but didn’t know how90%agree that saying “I love you” to family members makes them feel betterContrast that with the Italians, who are well famed for their openness, expressivity and passion.*One study from the Harvard Business Review looked at different countries and cultures according to how emotionally expressive they were. Italy is ranking in the top 3 of emotionally expressive. VSSurvey conducted by All-China Women's Federation, 2017Survey by Mendale Home Textiles, 2014*https://hbr.org/2015/12/getting-to-si-ja-oui-hai-and-da
Consumer InsightI enjoy spending time with my family on holiday but it often feels like there’s an invisible barrier between us, since we rarely open up and express our emotions.
Core StrategyAs an ambassador of Italian culture and the home of “Italy at Sea”, Costa cruises creates an environment where emotion, and more importantly – love – is shared openly, allowing families and couples to connect on a deeper level, realizing their holiday dreams of spending quality time with each other.Want to express themselves more but don’t know howWorld-leaders in expressiveness
2018 Consumer Proposition肆意去爱Go Costa!Express Love, Italian through-and-t...
