Celebrity Cruises partners with Samsung Ads to maximize reach and ROI around Travel Tuesday
Travel Tuesday — also known as Travel Deal Tuesday — falls on the Tuesday after Cyber Monday. This day is dedicated to holiday travel deals, with the travel industry often offering deep discounts and special promotions to entice travelers. Celebrity Cruises chose to partner with Samsung Ads on Travel Tuesday to drive bookings for its 2024 sailing season and maximize its marketing reach and share of the worldwide cruise industry market — a market with revenue valued at nearly $19 billion in 2022.1
Reaching the right audience at the right time
With the goal of standing out among competitors and maximizing reach to potential customers during a very short and crowded window, Celebrity Cruises turned to Samsung Ads for its depth of data and targeting capabilities and unique, highly-visible ad placements on Smart TVs.
Celebrity Cruises took advantage of Samsung Ads’ proprietary first-party (1P) data to reach audiences of both cruise intenders and high-income households. These audience segments proved most likely to purchase a vacation, allowing the brand to make an impact on a prime target audience surrounding Travel Tuesday.
With access to Samsung’s massive device footprint and targeting capabilities, Celebrity Cruises was able to reach its ideal consumer base. This partnership led to higher exposure and consideration of the brand, ultimately resulting in increased incremental sales.
Driving impact with premium native ad placements
To help Celebrity Cruises break through the clutter and drive immediate action, Samsung Ads showcased a targeted Celebrity Cruises video creative on its native 1st screen premium ad placement. The prime placement highlighted key Travel Tuesday deals and provided Celebrity Cruises with 100% share of voice (SOV) during key decision-making moments.
The 1st screen ad placement ran during primetime, maximizing exposure to Celebrity Cruises’ target audience at the first moment they turned on their TV, before they navigated onto live TV, streaming apps, or gaming apps.
Sales lift from Smart TV marketing campaign
Samsung’s strategic and targeted takeover strategy for Celebrity Cruises paid off. The Samsung Ads campaign resulted in a reach of nearly 5 million households, or approximately 55% of the target audience. The sales lift results were equally impressive. For online ad awareness, Celebrity Cruises’ booking offers enjoyed a 19.1% lift when compared to the control group. For brand attribute awareness, there was a 23.2% lift versus the control group.
“Samsung’s platform enabled us to promote our Travel Tuesday offers in a highly visible and premium environment,” says Vanessa Bouza, media director at Celebrity Cruises. “Working with the leading Smart TV brand allowed us to effectively reach our audience across a high-impact environment during a key retail period.”
1 Statista, “Connected TV advertising in the U.S. – statistics and facts,,” Dec 18, 2023
