P & O Princess Cruises
With the pulling power of such a great brand, you'd think that filling a cruise full of people should be plain sailing, but you'd be surprised. Traditionally, a cruise is taken at a special time in a person's life such as an anniversary or retirement, so the sales cycle can be long.
Our task was to reduce the number of mailings and the decision making period as well as increasing the number of bookings. We researched the target audience, used telemarketing to get us closer to the decision making moment and talked to the audience in their language and with imagery that was impactful and original. The results were fantastic, we beat the control pack, cruising ahead by a ratio of 10:1.
