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Carnival Group

Google AdWords


How do you attract candidates who have a range of very specific skill-sets – and do it quickly, and economically – when they may be spread out across the globe? It was a question that preoccupied Carnival, whose brands include P&O Cruises, Cunard Line, Princess Cruises, Ocean Village and The Yachts of Seabourn.

Much as we’d have liked to suggest a massive media spend, with photo shoots aboard luxury ships in exotic locations, we knew there was a better way to get noticed by the right people in the right places at the right time. Used properly, Google AdWords can push your message to the right audience and drive them straight to your web page – particularly if you have a name that’s already of interest to them. All you need do is to choose relevant keywords and create supporting content such as ads, banners, text messages... Then, when anyone uses your keywords on a range of Google sites, your message targets them prominently – and directly. You can hand-pick your target audience with highly specific terms, as well as location, and since you only ‘pay per click’, it’s extremely cost effective. You also get to see all the relevant data for yourself.

So when Cunard’s new ship – Queen Victoria – was launched, we created a campaign to target specific European locations for potential recruits. For Seabourn we devised AdWords strategies for Chefs that targeted the ideal German talent, with other onboard roles being cleverly aimed at job-seekers in the UK, Italy, Belgium, Switzerland. Princess Cruises, meanwhile, were after people with particular shipboard career skills or aspirations – managers, pursers, galley and youth staff – all duly targeted through a mix of specific keywords and broader search terms.

We advised, strategised, produced the creative collateral, optimised the use of AdWords for maximum gain – and then we were able to melt quietly into the background. The clients found their first experience of using Google AdWords “really positive” and “very useful in attracting candidates” (their words, appropriately, not ours).

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