Regent Seven Seas Cruise Lines
goal: promote special offers and maintain brand identity
challenge: This luxury cruise line’s brand identity is elegant and understated. Yet they needed to promote special offers and create a sense of urgency to help book undersold sailings
insight: Our client’s customers are wealthy, sophisticated, and savvy shoppers. They respond well to elegant brochures, yet they also appreciate receiving a special value. The new promotion must stay true to Regent’s brand standard and deliver a targeted message to entice this discerning sector.
strategy: We implemented a two-fold program of direct mail and online campaigns. A specials brochure entitled “Last Call” was created utilizing custom digital printing for personalized information tailored to each customer. This piece worked in conjunction with an online banner and landing page campaign, strategically placed and linked directly to the Regent booking engine.
results: The program was enormously successful. We managed to strike the perfect balance between the upscale taste of our target audience and their willingness to make purchases based on special offers. The program drew over $9 million in cruise sales and became an ongoing, quarterly campaign.
