Celebrity Cruises strives to create one of a kind, best in class experiences for guests. In 2016 Celebrity and Media Storm ideated on high impact partnerships that would not only raise brand visibility before a crucial sales season, but also act as unique guest experiences.
Celebrity had just the high profile platform on December 28, 2016 when 4 Celebrity cruise ships were docked on the island of St.Maarten dominating the port. The goal was to take advantage of this unique setting to amplify Celebrity brand awareness across multiple platforms and generate increased bookings on ship. The result was a multi-media partnership with Dick Clark Productions for an iconic concert featuring Demi Lovato. A performance from the concert was aired on Dick Clark's New Year's Rockin' Eve, marking the show's first remote broadcast from an international location.
The partnership, negotiated by Media Storm and Celebrity Cruises, featured multi-media elements including ABC NYRE on-air units and billboards, talent negotiations, as well as extensive logistics required to create a brand new concert site. The on-air integration featured Demi on board a Celebrity cruise ship. Drone footage further crystalized the scale and quality of the concert production and the stunning backdrop.
Additional support included owned channels, DemiLovato.com, extensive email campaigns, direct mail, public relations initiatives, digital assets, radio and more.
1500 lucky Celebrity guests attended the concert while their cruise visited the island of St.Maarten. Demi performed some of her biggest hits, captivating the crowd and providing a once in a lifetime experience for guests.
Celebrity also had the opportunity to surprise Demi Lovato super fan, and Celebrity employee, Justin Short, with VIP tickets to the concert. They also gave Justin the opportunity to meet Demi in person. The entire "surprise and delight" moment was captured on video and played across Celebrity's social media channels generating positive consumer engagement and buzz for the concert.
The concert was extensively promoted organically across Facebook, Instagram and Twitter using the official handles of Celebrity Cruises, Demi Lovato and Dick Clark's New Year's Rockin' Eve show. #DestinationDemi was used to align all posts and generated the highest number of impressions for Celebrity Cruises in 2016.
•In 2016, Celebrity Cruises generated 205,268 social posts. Of that, 24% were attributed to our Demi Lovato partnership
•The concert's dedicated hashtag, #DestinationDemi had the highest social buzz YTD for Celebrity Cruises with 7,423 posts, that's 1,275% more buzz than any other day of 2016!
•Live social coverage of the concert on December 28th earned 61,733,003 impressions (from 6,768 tweets)
•Dick Clark's Rockin' New Year's Eve was the number one program across broadcast and cable on New Year's Eve
•7,280,000 viewers tuned into Celebrity's Demi concert during the show - the highest viewership for the first 2 hours of the broadcast by 11%.
•To complement the in-show integration, 4 Celebrity TV commercials ran throughout the 5 hour broadcast generating a stellar 41,904,000 TV impressions for the brand.
•On New Year's Day, revenue earned from Celebrity's direct business arm sky rocketed.
•Web traffic and trade volume both saw major performance spikes on 1/3/17.
•Celebrity generated 159,932,516 earned media impressions from the concert/TV broadcast, including articles on USWeekly.com, Yahoo.com and ETOnline.com
