AmaWaterways loses CMO amid spend increases (Score 42)
Sales lead: These DM shifts may lead to spend shifts or agency hires. .png)
- AmaWaterways lost its CMO of over four years, Janet Bava, in July 2023.
- Bava is now the CCO of Windstar Cruises.
- We will be sure to update you as soon as the company names a replacement.
In other news:
- The company promoted Michal Maguire to marketing VP in June.
- Maguire joined the company as integrated marketing director in 2019.
- She appears to be the company's top marketer at this time.
Target demographic: Gen-Xers & boomers
The company will likely:
- Continue increasing ad spend
- Try new ad channels
- Review the agency roster
Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: AmaWaterways spent nearly $30.7k on national TV ads YTD, a significant increase from $10k spent in this channel during the same time period of 2022.
- 2021-2022 spend: Full-year spend dropped from $22k in 2021 to $10.9k in 2022.
- Ad programming: It placed ads during programming such as Today, Samantha Brown's Places to Love, Open House, and The Memorial Day Salute to Sacrifice: A Gold Star Tribute.
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: AmaWaterways spent approximately $162k on digital display ads YTD, a huge increase from $2.3k spent in this channel during the same time period of 2022.
- YTD data: 16.6m impressions via Facebook (53%), desktop display (40%), mobile display (4%), and Instagram (3%).
- 2021-2022 spend: Full-year spend jumped from $5.6k in 2021 to $11k in 2022.
- Ad location: It placed 100% of these ads directly onto sites such as facebook.com, cruisecritic.com, afar.com, instagram.com, and youtube.com.
Agency analysis:
- Opportunity: The recent leadership changes may lead to agency reviews, so keep an eye on this company.
- Current roster:
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics.
