Services Used:
Meet Royal Caribbean
Royal Caribbean is a global cruise brand offering cruise holidays, group travel experiences and corporate travel opportunities across multiple destinations.
For this campaign, the focus was on generating high-quality leads for group travel bookings across Singapore, Malaysia and Indonesia, where the audience was more niche and required a more targeted paid search approach.
The initial challenge
Royal Caribbean partnered with First Page to generate high-quality leads for group travel bookings across Singapore, Malaysia and Indonesia.
The main challenge was audience specificity. Group and corporate cruise travel is a niche segment, making it difficult to identify the right search terms and reach users with genuine booking intent.
The existing landing page also limited campaign performance. It lacked a proper lead capture form, which made it harder to collect direct enquiries and convert interested users efficiently.
Rollout speed was another challenge. Global corporate approval processes delayed campaign changes, landing page updates and optimisation work. First Page needed to move quickly while still working around these approval constraints.
First Page developed a campaign overhaul strategy focused on reducing wasted spend, improving lead capture and reaching users with stronger booking intent.
The first priority was preserving ad budget. Active campaigns were paused to prevent wasted spend while First Page reviewed performance and reallocated budget towards higher-value opportunities.
Next, the team created a conversion-optimised landing page. A dedicated page was built with a lead form, WhatsApp widget and clear calls to action, giving users a smoother path to enquiry and making it easier to collect direct leads.
First Page also implemented refined keyword targeting. Search campaigns were restructured around high-intent keywords related to group and corporate cruise travel, ensuring ads appeared in front of a more relevant audience.
Finally, the team adopted an agile deployment approach. The new landing page was developed and launched independently, helping accelerate rollout while navigating slower corporate approval processes.
