$4.3M in cruise bookings across eight U.S. markets

The challenge

MSC Cruises needed to sell cabins across eight very different markets, from New York to Houston, without wasting spend where demand was soft.

What we did

1. 1Split the budget 75% into top markets and 25% into growth markets
2. 2Targeted likely cruisers using household-level data
3. 3Moved half of the Louisiana budget to New York and Florida mid-campaign
4. 4Kept video completion at 98.5% with strong creative