2023 Bronze Unaddressed Print and Door Drops

Entrant: Whistl (Doordrop Media)

Client: Princess Cruises

Entry Title: Achieving Outstanding Return On Investment

Executive Summary

In the competitive cruise industry, attracting and retaining new customers is crucial for sustained growth and profitability. Princess Cruises needed a strategy to stand out in the market and entice potential travellers to choose it over competitors.

Strategy

Targeting the right households was key to success. The objective was to distribute catalogues to households with a high propensity to buy from Princess Cruises, highlighting the importance of modelling, profiling and selections.

Using customer data, including spend levels and audience insights, the team created a targeting decile model to identify key postcode sectors in England that would receive the catalogue.

The strategy had six stages:

1: Targeted marketing, which identified and targeted specific demographics and market segments that showed interest in cruise vacations

2: Emphasis on ‘experience’, highlighting exceptional on-board experience, unique destinations and premium amenities

3: Digital presence utilising a QR code, driving prospect customers online; and a user-friendly website to engage potential customers

4: Creative thinking that used compelling visuals, showcasing images and videos of the cruise ships

5: Limited-time offers created a sense of urgency with promotions and exclusive deals for new customers featured on the door-drop

6: Educational content provided information about cruising, destinations, packing tips and onboard activities to assist and engage potential travellers, with a clear breakdown of costs for different cruise packages

Creativity

Cost versus reach was an important consideration for the heavy Princess Cruises catalogue. At 15 pence per household, inclusive of media distribution and print costs, the door-drop media channel was selected.

Evidence supports that when receiving a catalogue in the home, they stay in the home for a considerable length of time. Catalogues deliver physical, sensory experiences with positive cognitive and emotional impacts on consumers.

The creative was visually appealing, easy-to-understand and communicated the message effectively, using high-quality graphics and images to capture attention. It included a strong and clear call to action using a QR Code, phone number and vanity URL telling the audience what the brand wanted them to do next.

The campaign was strategically distributed in January, a key period for holiday brands to advertise, and a typical period for audiences to plan and book a holiday. Door-drop media achieves cut through using a tangible, premium item being delivered to the home.

Results

The campaign generated £1.5m in sales and an ROI of £20.10p for every £1 spent.

The average spend per booking generated was £3,160: Princess Cruises can now upsell further cruises to the customers recruited as part of the ongoing CRM programme.

The Team

Whistl Doordrop Media: Susie Idle, Business Development Director

Princess Cruises: Rachel Willows, Manager, CRM & Insights - Rosie King, Marketing - Hayley Moore, Director of Marketing Communications - Elizabeth Dalby, UK & Europe Marketing Manager

MBA Group: Lucy Brackley, Team Leader

Contributors

MBA Group