Princess Cruises achieve outstanding return on investment with creative door drop campaign

Princess Cruises, one of the most recognised cruise lines in the world, faced the challenge of effectively acquiring and retaining new customers in a highly competitive cruise industry.

Objectives:

Princess Cruises wanted to reach households with a high propensity of interest in cruise vacations, to increase new customer bookings. They also wanted to:

Increase brand awareness among potential customers
Drive more bookings and reservations from first-time cruisers
Differentiate the brand from competitors and highlight its unique offerings

Solution:

To drive traffic online, they used a highly targeted creative door drop campaign, with a QR code leading prospects to a user-friendly website. Implementing a targeted marketing strategy using doordrop media, highlighting the cruise experience.

Results:

Increased Bookings - The targeted approach led to a noticeable increase in bookings from first-time cruisers.
ROI and Revenue Growth - The strategic campaign yielded a favourable return on investment and contributed to overall revenue growth, with ROI’s of £20.10 for every £1 spent
Significant number of door drop interactions: The door drop was interacted with 3.4 times (JICMAIL)
High average creative retention: The creative stayed in the home for an average of 5.33 days (JICMAIL) increasing visibility and opportunity to purchase from them as well as drive brand awareness
High interaction to door drop ratio: With a highly targeted, high quality Princess Cruises catalogue, they were likely to achieve 1,753,382 interactions or impacts from just 500,000 doordrops
An award-winning campaign: The campaign won Bronze for Unaddressed Print and Door Drops at the 2023 Data & Marketing Association Awards.

DMA Awards 2023 Bronze.png

Whistl helped us reach the right audiences at the right time. The objective was to reach households with a high propensity to buy from Princess Cruises, highlighting the importance of modelling, and profiling. However, creative is just as important, and catalogues deliver physical, sensory experiences with positive cognitive and emotional impacts on consumers. We also consider statistics and evidence that highlights how 60% of consumers say they enjoy sitting down with catalogues and reading them in their own time. We ensure that the creative is visually appealing, easy to understand and communicates our message effectively, using high-quality graphics and images to capture attention. We include a strong and clear call to action using a QR Code, telephone number and a vanity URL telling our audience what we wanted them to do next. The results speak for themselves!
Rachel Willows, Manager CRM & Insights,

Princess Cruises Case Study

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