【营销星球-私密】20191218-CostaCruises2018CommunicationsProposaEdemanDRAFT180109-c

2018CommunicationsPrioritiesCulturalBrandEnhancementEnhancetheculturalbrandpositioningof“ItalyatSea”andenlargeinfluencewithinthemediaandindustry.ProductUSPPromotionPromoteCosta’sleadingofferingsacrossthefiveproductpillarsofEntertainment,F&B,Football,ShoppingandShipMarketTailoredCommunicationDelivertailoredcommunicationsfordifferentareas/lines(North,East,South)andthroughoutdifferentseasons(highandlow)2Sharing,togetherness,easytotravel:theseareallkeymotivationsforcruisetravelerswhoplaceahighvalueonstress-freetimetogether.ButtheseattributesalsoapplytomanyofCosta’scompetitors,makingitdifficultforCostatoownthisspace.3Costa’s“ItalyatSea”philosophyiswhatmakesacruisewithCostadifferentfromanyoftheothers.FromfineItaliandining,toauniqueJuventusExperience,CostabringsthebestofItalytoallguests.ItalyatSea–Costa’sUSPButhowdoes