b'Adjusting OurFOGHORN FOCUSMarketing Strategy for the ChangesRelated to the Pandemic BY SARAH PENNINGTON // CLASSIC HARBOR LINEL ike many businesses related to tourism, Classic Harbor Lineand, a shift to more than 99 percent mobile purchases and traffic. was shut down through most of the second quarter of 2020. We started up our New York City location on June 20, 2020.COVID FORCED SHORTER CRUISES, ATTRACTIVE New York City, as we all know, had been the highly recognizedTO YOUNGER/IMPULSIVE CUSTOMERSCOVID-19 epicenter in the U.S. AsTheadjustmentswemadetoaddresstheseshiftsincludeda we embarked on those fi rst few weeksminimizationofourprogrammingthat ofoperation,weobservedamajorWe cut all advertisinghadcateredtooldercrowds(longer, shiftinwhoourbuyerswere,howheavily-narrated tours) and an increase of they were buying, and what they werevehicles with theshort-format programming that catered to buying.We adjusted our marketingyounger groups and families. The short exception of two. Weformat cruises also catered to the day of and advertising to suit those changes. Idliketosharewhatclearchangeswent nearly all inand day before buyers. we saw and some examples of how we adjusted our marketing.on social advertisingWecutalladvertisingvehicleswiththe placements in Facebookexception of two. We went nearly all in on Thesourcesfortheseobservationssocial advertising placements in Facebook include our ticketing software, Googleand Instagram andand Instagram and maintained a baseline Analytics,metricsgatheredbyourmaintained a baselineof pay-per-click or PPC advertising. All digital advertising fi data gatheredads that we placed included quick accessrm, byvariousaffiliatesandresellers,of pay-per-click or PPCtoourCOVID-relatedpoliciesand discount resellers, historical data fromprecautions. The emphasis on social ads ourpreviousticketingsystemandadvertising. worked hand-in-hand with the increase in anecdotal in-person observations. Ourmobile use verses personal computers and marketing manager accesses this data to help us make marketingthe increase in social media consumption that had been occurring and advertising decisions and strategy. across the board. The imagery content for the ads focused on open air, empty space, sights of NYC from the water, and escape. We For an overview, the clear changes that we saw included: a shiftused both static collages and video. Over time, we started using toayoungerdemographiconapercentagebasis,obviouslyalifestyle photos of guests wearing masks in their seating zones verylocaldemographicaswell;apreferenceforouroutdoorand showing the real-time physical changes in conjunction with sailing experiences; a preference for after hours and weekend-onlythe open-air shots.Locally, mask-wearing and risk-averse measures departures;aninterestinoursmaller,low-capacityvessels;anwere largely embraced, so this content and imagery was arguably increase in day of or day before purchases on a percentage basis;helpful to us, since our ridership was predominantly local as well.FOGHORN FOCUS 10 FOGHORN'