goal:
Build Customer Loyalty, Increase Sales
the challenge:
This 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. The promotion must stay true to Regent’s brand standards and deliver a targeted message to entice a discerning sector.
insight & strategy:
The line’s guests are affluent and savvy travelers who respond well to elegant magazine-style communications, yet they also appreciate receiving a special value. We developed a program of direct mail to past guests and online banners for new prospects. The brochure mailer, entitled “Last Call” was created utilizing variable data printing for personalized information tailored to each guest. This worked in conjunction with an online campaign linked directly to the line’s booking engine.
the result:
- The program was enormously successful, striking 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 directly-attributable cruise sales, tracked via promo code
- Client was so impressed with results that the program became an ongoing quarterly campaign
$9 million
in bookings
about the client:
Consistently chosen as the world's top-rated cruise line by the readers of Condé Nast Traveler and Travel + Leisure, Regent Seven Seas Cruises offers voyages to all corners of the globe aboard modern, six-star rated, luxury vessels including the all-suite, all-balcony, 700-guest Seven Seas Voyager and Seven Seas Mariner, and the 490-guest Seven Seas Navigator, with 90 percent balcony suites. DCA won the account in 2008 by focusing on strategy and fresh, inventive creative.
solutions used:
- Customer Retention/Loyalty Programs
- Direct Response
- Online Advertising/Behavioral Targeting
awards:
AdFed ADDY, Gold
Holiday Collection Brochure 2008, 2009
AdFed ADDY, Silver
Voyages to Explore Magazine, 2009
about the client:
Consistently chosen as the world's top-rated cruise line by the readers of Condé Nast Traveler and Travel + Leisure, Regent Seven Seas Cruises offers voyages to all corners of the globe aboard modern, six-star rated, luxury vessels including the all-suite, all-balcony, 700-guest Seven Seas Voyager and Seven Seas Mariner, and the 490-guest Seven Seas Navigator, with 90 percent balcony suites. DCA won the account in 2008 by focusing on strategy and fresh, inventive creative.
testimonial:
"DCA is a fantastic agency and I highly recommend them to anyone. Not only are they extremely creative, but also take the time to understand who we are, and what our brand represents. They have demonstrated not only excellent creative, but strategic forward-thinking while also driving for results."
Kristen Kiriako
Brand Communications Manager, Regent Seven Seas Cruises
