Costa| Haishang Good Times Crossing Hall

As the consumption level of Chinese people gradually upgrades, tourism has changed from high-end consumption to a way of life and leisure for the public. Therefore, the cruise ship industry, which is suitable for the whole family to travel together and enjoy the fun of parent-child, has attracted widespread attention from consumers in recent years. In 2018, electro-acoustic marketing used its own professional marketing capabilities and combined it with Costa Cruises, an Italian cultural brand under the well-known leisure travel company Carnival Group, to launch a national flash road show. A brand upgrade flash marketing campaign with the theme of "Good Times at Sea" was created by BRANDMAX marketing to help Costa Cruises 'brand awareness in key markets and stimulate consumers' intention to purchase products.

BRANDMAX marketing uses the concept of travel in the popular "travel dramas and travel novels" to better express Costa's brand concept of "good times at sea", combining the Italian characteristics of Costa Cruises with the travel needs of target consumer groups. Combine the needs to create an immersive cruise travel experience. The event exhibition equipment also moved the "cruise ship" to the site. The exhibition equipment was shaped with a chimney that symbolizes the cruise ship. When consumers see the name of the experience hall-"Good Times at Sea Crossing Hall", they can get the most direct brand association and recognition.

Costa's "Good Times at Sea Crossing Hall" covers an area of 200 square meters and is mainly an immersive experience of media interaction. During the pre-promotion period, consumers can book ferry tickets online,"board" the event site and enter Costa Cruises to experience the good time at sea spent by the whole family on the cruise ship. The exhibits are located at the entrance of the first floor of the venue. Experiences will conduct security checks before "boarding", then visit different scenes in the cruise ship and experience the activities they bring. Entering the second floor of the venue, experiencers can enter the slide and directly "cross" to the 360-degree immersive theater.

The "Good Times at Sea Crossing Hall" meets the experience needs of three generations of consumers, old, middle and young. During the event, the total number of people received at the roadshow site was more than 12000, and many travel media and play media spontaneously spread it. Through this flash road show, electro-acoustic marketing successfully created the brand concept of "Good Times at Sea" for Costa Cruises, enhanced the brand's goodwill and reputation among consumers, and inspired consumers to give priority to choosing the Costa brand when planning cruise travel.