Case Study: Princess Cruises achieves 65% campaign cost savings and 300% more identifiable audiences with Adobe Audience Manager

Princess Cruises - Customer Case Study

Princess Cruises, the world’s third-largest cruise line, faced the challenge of introducing new traveler demographics to cruising and delivering personalized, relevant messaging by combining disparate data sources (booking, CRM and onboard notes). To build a digital foundation for customer insight and personalization, Princess Cruises selected Adobe Experience Cloud, centering its data strategy on Adobe Audience Manager and also using Adobe Analytics, Adobe Target and Adobe Professional Services.

Adobe Audience Manager served as a centralized data warehouse and, together with Adobe Analytics and Adobe Professional Services, was deployed in three months to onboard data, deploy an email pixel, and activate audience segments into Adobe Target for personalization. The implementation drove measurable impact: audience suppression reduced cost per landing page by 65%, identifiable audiences increased 300%, and Princess Cruises realized higher returns from more personalized campaigns.

Princess Cruises

Gordon Ho

Senior Vice President of Global Marketing and North America Sales