Costa Cruises Innovate Travel Retail With The “Immersive Window Displays” Project
Costa’s innovative path continues, in line with the brand positioning focused on the rediscovery of the “wonder” in the travel experience that redefines the concept of traveling.
The cruise company is the first in Italy to implement this cutting-edge technology in the tourism sector, with the aim of transforming the future of Travel Retail and helping travel agencies stand out on the market with an even more engaging travel offer.
Costa Cruises is redefining the standards of communication in the travel sector with the launch of the “Immersive Window Displays” project, an innovative proposal for travel agencies that marks a turning point for trade marketing and tourism retail.
The cruise company is the first in Italy in the tourism industry to implement this technology by launching, starting in March, a pilot project involving a selection of agencies from the Welcome Travel Group network. The stores involved in the initiative will be renovated with spectacular digital windows, transforming travel agencies into real suggestive and engaging hubs.
Thanks to MicroMesh LED technology, for the first time in the travel sector, agency windows become dynamic displays capable of offering immersive content without compromising internal visibility, guaranteed by 90% transparency. With over 120 square meters of digital screens distributed in strategic points in Italy, Costa brings the future of tourism communication to the main cities, allowing travel agencies to increase their visibility and attractiveness.
The schedule of content, managed remotely by Costa, focuses on the “Sea Destinations”, new itineraries in unique places to be experienced from the perspective of the sea, which offer a new way of conceiving travel.
Through three-dimensional videos and immersive content, passers-by will be able to experience the magic of these exclusive destinations in preview, letting themselves be carried away by spectacular images.
Launched in summer 2024, and following the success of the 2025 winter season, the 2025 summer itineraries will also include the “Sea & Land Destinations”, an exclusive of Costa that focuses on innovative destinations capable of surprising an increasingly diversified customer audience.
The new “Sea Destinations” were conceived by Luca Tommassini, artistic director chosen by Costa to make the travel experience even more memorable and join the “Land Destinations”, the land destinations to explore the most iconic places, in full comfort, at an affordable price.
In addition to the “Sea Destinations”, the digital palimpsest will also integrate the promotional campaigns already broadcast on TV, radio and DOOH (Digital Out of Home). This multi-channel approach strengthens the synergy between the different communication tools, maximizing the impact of the message and reaching an increasingly large and engaged audience.
“We are delighted to partner with travel agencies that have enthusiastically embraced this innovative challenge,” says Luigi Stefanelli, Vice President World Wide Sales at Costa Cruises. “These pioneering agencies have realized the potential of the project to transform their storefronts into powerful marketing tools that attract and engage customers in a whole new way. Their partnership is key to the success of this initiative, which aims to further strengthen our collaboration with the trade.”
The “Immersive Window Displays” project is part of a broader path of innovation, which for Costa means drawing on technological and digital evolution to offer new and better services and experiences to our guests, but also to our partners in Travel Agencies, through a holiday proposal designed to offer unique and memorable emotions.
Costa has been using innovative communication tools for some time, expanding the proposal of cutting-edge communication touchpoints provided to travel agencies all over the world, such as the new 360 immersive content. These videos have been designed to allow travel agents and customers to experience a sensory journey within the Costa offer, through the use of visors.
Another cornerstone of Costa’s strategy is the use of the Customer Data Platform, developed with Adobe, to improve the Customer Experience, making it increasingly omnichannel and personalized. With the use of artificial intelligence, Costa balances innovation and personalization, creating messages that capture attention and meet consumer expectations.
The platform is key to improving the customer experience and streamlining content production for partners, such as travel agencies.
(Costa Cruises Innovate Travel Retail With The “Immersive Window Displays” Project)
