Content Management
Powering Omnichannel Cruising Experiences
Costa Crociere evolved its digital ecosystem—from website to onboard app and monitors—using Adobe Experience Cloud and Comwrap Reply for full omnichannel engagement.
The Challenge
Modernize and manage a global Adobe AEM ecosystem that supports digital content delivery across Costa’s web, mobile, and onboard channels—all while enabling omnichannel engagement and business agility.
The Scenario
The Solution
One Platform. Three Channels. Global Fleet.
Comwrap Reply enhanced and maintains Costa’s Adobe Experience Manager ecosystem across all digital touchpoints. On the website, we restructured the main booking funnel, expanded key content areas (e.g. MyCosta Club), and reimagined editorial destinations such as Costa Magazine. We also implemented personalized, experience-driven content for both the mobile app and onboard interactive monitors (IPMs). These systems now act as digital companions—delivering itineraries, service updates, and recommendations to guests throughout the cruise.
The solution includes:
- AEM-powered content creation, targeting, and localization
- Sophisticated content distribution logic for isolated ship systems
- Integration of marketing automation tools (AJO, RTCDP, Target) for future personalization
- Centralized content governance with flexibility for real-time execution
How we did it
Costa’s Adobe Experience Cloud stack includes AEM Sites, Adobe Target, Real-Time CDP, Adobe Journey Optimizer, and Analytics. We built and maintained a modular architecture across the website, ensuring rapid iteration and multibrand scalability.
For shipboard environments—each operating as a self-contained, offline-first system—we designed a sophisticated content distribution and sync model, enabling centralized control with localized autonomy.
On the mobile side, we enabled real-time content delivery and updates tied to guest journey stages. Our team operates continuously across pre-cruise, onboard, and post-cruise phases, ensuring content, experience, and performance align with Costa’s evolving digital strategy.
The Results
Costa Crociere now delivers a seamless, omnichannel experience that spans the entire guest journey—from initial research on the website to onboard interactions and post-cruise engagement. The website relaunch and restructured booking funnel improved usability and accelerated campaign activation. Integration of MyCosta Club drove measurable increases in loyalty engagement, while dynamic content delivery to mobile apps and onboard public monitors enhanced the travel experience in real time.
Across all digital channels, engagement has grown steadily—especially on fleet-connected systems where relevant, timely information supports guest satisfaction and service delivery. With centralized governance and ship-level adaptability, Costa can now launch, localize, and synchronize content faster across its global fleet. Comwrap Reply’s continuous involvement ensures Costa’s digital platform remains agile, scalable, and aligned with the evolving expectations of today’s connected travelers.
About the Client
Costa Crociere is a global cruise brand with a strong legacy in Mediterranean travel and innovation. As part of a major international cruise group, Costa delivers unforgettable experiences at sea and relies on digital channels to inspire, guide, and support its guests—before, during, and after the cruise.
Cruise into Omnichannel Excellence
From pre-boarding to post-cruise—we help brands deliver seamless digital experiences across every channel and touchpoint.