Product category:
Direct marketing agencies
News Release from: Entire
Edited by the Marketingservicestalk Editorial
Team on 15 July 2008
PandO Cruises appoints Entire
PandO Cruises has appointed Entire to roll out an autumn acquisition campaign following an unprecedented response to a test launch which incorporated online and offline activity.
Identifying a new audience for the cruise market has been credited as a major factor in the success of the campaign, which reduced typical cost per response by 70 per cent Last year, PandO Cruises unveiled a new superliner designed for Britain, Ventura
This article was originally published on Marketingservicestalk on 12 Mar 2008 at 8.00am (UK)
Related stories
Animal Health Trust DM goes after new donors
The Animal Health Trust has announced a new era for its direct marketing activity, appointing Entire to a donor recruitment brief.
Entire DM launches RandD division
Entire DM has announced major advances to its data offering through the launch of a research and development division.
Ventura marks a new era in contemporary British cruising, featuring dining with Marco Pierre White, culture with Tate Modern, family fun with Noddy, the finest attention to detail with eminent British designer, Nick Munro, and a wide range of at sea innovations in family entertainment.
Whilst existing customers were showing keen interest in Ventura, Entire's research and insight highlighted an untapped audience of 35-45 year old professionals who had never considered booking a cruise.
These prospects were targeted with three teaser emails over five days, each linking to intriguing web movies.
None of these carried the PandO Cruises branding.
This was followed by a direct mail piece that revealed the full story, complete with PandO Cruises branding, an A2 image of the ship, and critically, a call to action.
Another email follow-up completed the story.
The audience were given the option of coupon, phone or web response with a 14-night holiday draw as an incentive.
The test campaign beat all expectations, achieving nearly 8 per cent response rate, three times higher than the target.
The typical cost per customer was reduced by 70 per cent.
The follow-up campaign is set to launch in autumn 2008, will follow a similar format.
Ian Bates, Creative Director, Entire, said: "This was a brave creative test campaign.
"However the fact that it was rooted in a clear insight into the market gave us confidence in our approach".
• Entire: contact details and other news
• Email this article to a colleague
• Register for the free Marketingservicestalk email newsletter
• Marketingservicestalk Home Page
Search the Pro-Talk network of sites
