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Travel & Tourism

Hy-Line Cruises

OVERVIEW:

Having advertised on television for decades, Hy-Line Cruises of Hyannis, MA, was well-versed in the power of TV. Over the years, the ferry and cruise operator had added an online reservation system linked to its website. Looking to steer more customers to that website, and increase advanced reservations, the company, which serves Cape Cod, Martha’s Vineyard and Nantucket, turned to Comcast Spotlight.

STRATEGY:

Hy-Line traditionally advertised on cable networks like CNN, ESPN, FOX News, NECN (New England Cable News) and on Red Sox baseball. They supplemented that effort with a multi-screen marketing campaign focusing on the Boston and Hartford markets. The plan included pre-roll video on Xfinity.com; a one-day takeover of the Xfinity.com Finance and Sports pages in both markets; and a one-day takeover of the Xfinity.com email sign-in page in Hartford. In addition, for three months, Hy-Line sponsored an Xfinity.com “Cape Cod Food and Fun Guide.”

SUCCESS: