Case Study Cook + Thief
Princess Cruises Achieves Outstanding Return on 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 aimed to target households with a high propensity for interest in cruise vacations to boost 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 employed a highly targeted creative door drop campaign, featuring a QR code that directed prospects to a user-friendly website. This approach implemented a targeted marketing strategy using doordrop media, effectively 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.
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.
Rachel Willows, Manager CRM & Insights, Princess Cruises UK & Europe
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 UK & Europe
Are you looking for an award-winning campaign team to boost your return on investment?
Look no further than Whistl!
Whether it’s a door drop campaign or something entirely different, our specialist team will design a creative campaign to reach your audience in the most effective way.
Get in touch today to discuss your needs.
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