Gen-X, Millennial Media Opps: Windstar Cruises brings in new marketing leader (Score 52)
Sales lead: This hire may lead to spend shifts & agency appointments. 
- Windstar Cruises named Janet Bava as chief commercial officer, effective July 24th, 2023.
- Bava most recently served as CMO of AmaWaterways.
- She is now responsible for marketing, sales, reservations, and deployment.
**Bava does not begin until a later date; therefore, we are unable to confirm her email address at this time.**
Target demographic: Gen-Xers & millennials
The company will likely:
- Continue increasing ad spend
- Try new ad channels
- Seek agency assistance
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Windstar spent about $6.7k on national TV ads YTD.
- This is the first time the company invested in this channel since 2020.
- Ad programming: It placed ads during programming such as Reba, House Hunters, A Small Light, The Golden Girls, and College Basketball.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Windstar spent about $166k on digital display ads YTD, close to the $161.6k spent in this channel during the same time period of 2022.
- YTD data: 26.6m impressions via Facebook (70%), YouTube (20%), Instagram (9%), mobile video (1%), and desktop display (1%).
- 2021-2022 spend: Full-year spend jumped 63% from $266.7k in 2021 to $434.2k in 2022.
- Ad location: It placed 99% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, shermanstravel.com, and autoblog.com. It placed 1% of these ads indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as att.com, bolavip.com, about.com, speedtest.net, and ratemyjob.com.
Agency analysis:
- Opportunity: Contact the new CCO to see if you can pick up some of Windstar's business.
- Current roster:
- MMGY Global: creative & media AOR
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
