Despite having two distinct two sister cruiselines, social media content for both brands was nearly identical. In alignment with the comprehensive communications plan, PCI developed a social media strategy playbook to guide content and define each brand’s unique voice and tone.
Showcasing Brand Uniqueness Through Social Media
CHICAGO’S FIRST LADY CRUISES AND MERCURY, CHICAGO’S SKYLINE CRUISELINE
SHOWCASE
DEFINING EACH BRAND’S UNIQUE VOICE AND TONE
| KEY TACTICS AND APPROACH |
|---|
| Conducted an audit of CFL and Mercury Cruises’ existing social media presence |
| Conduced a high-level website and keyword audit |
| Analyzed competitive landscape for insights on how competitors position themselves and engage social audiences |
| Developed social media strategy with content focus areas, objectives, content ideas and cadence |
| Developed a response matrix with approach to engaging with social audiences |
| Introduced an educational, inspirational voice for Chicago’s First Lady Cruises and an entertaining, colloquial voice for Mercury Cruises |
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