MSC Cruises were challenged in showing demonstrable ROI via their partnership with Chelsea FC. Greenroom developed a tailored data strategy to generate a new and engaged audience MSC could speak to with personalised communications. We first set about understanding what fans travel preferences were, to feed into our communication strategy. Within 3 months of their initial investment, MSC Cruises saw significant financial returns and increased bookings online. They now have a database of strong leads that they can continue to communicate with and grow.