In an era when every-day baseball statistics now are WHIP, WAR and OBP, it probably shouldn’t come as a surprise that measuring success for the cruise industry now includes statistics from Facebook, Twitter and Instagram.
Norwegian is publicizing the fact that in one 20-day period on the Escape, its customers logged 576,896 Facebook posts, 14,150 tweets and 11,367 Instagram posts, which somehow added up to 159 million impressions. This broke Norwegian’s in-house record for social media usage at sea.
Welcome to “new age advertising.”
If a cruise line can reach 159 million people in 20 days thanks to passengers who are surely posting 95 per cent (or more) positive messages, think of how much said cruise line can save on advertising costs. The trickle-down effect on society is that fewer dollars spent on TV advertising morphs into higher cable or satellite costs for users, or poorer-quality television shows…or both. The same would be true for newspapers if that hadn’t already happened.
The good news is that because this becomes such an important vehicle for cruise lines, they will spare no cost when it comes to upgrading Internet access so that the passengers can do their thing as advertisers.
How about points for being a frequent tweeter?
In the news…
• Royal Caribbean locks up 10-year port agreement with U.S. Virgin Islands
- Photo by Arno Redenius
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