Demand Generation
Saga Cruises Ltd - July 2019
To support the launch of two new luxury cruise ships and the significant increase in capacity they brought, I managed a demand generation programme focused on filling berths and expanding the customer base. The programme combined strategic planning with hands-on execution, ensuring demand was stimulated through well-timed marketing activities and a strong focus on customer acquisition.
Deliverables
Development of a comprehensive marketing calendar aligned to ship build and launch timelines.
Execution of multi-channel marketing campaigns (digital, print, and broadcast) to drive awareness and bookings.
Coordination of advanced registration bookings to generate momentum before cruises went on general sale.
Targeted initiatives to convert first-time buyers and enquirers, expanding the database of marketable customers.
Ongoing measurement and optimisation of campaign performance to maximise return on investment.
Challenges
Generating sufficient demand to fill expanded capacity.
- Addressed by building a robust marketing calendar with activity peaks aligned to key sales windows and milestones.
Ensuring advanced registration bookings translated into confirmed sales.
- Overcame by creating a strong pre-registration nurture process and offering tailored incentives to convert early interest into purchases.
Expanding the customer base beyond repeat cruisers.
- Delivered by designing targeted campaigns aimed at first-time buyers and prospects, supported by tailored messaging and personalised offers.
Coordinating activity across multiple marketing channels and departments.
- Resolved through clear programme governance, regular alignment meetings, and performance dashboards to track delivery.
Achievements
Successfully stimulated demand to fill expanded capacity from two new £700m+ luxury ships.
Increased profit before tax (PBT) by over £30m, delivering significant business value.
Expanded the customer database with a higher proportion of first-time cruisers and enquirers, improving long-term growth prospects.
Created a scalable marketing calendar framework to support future campaigns.
Strengthened collaboration between sales, marketing, and operations teams, ensuring campaigns were aligned and executed effectively.