P&O Cruises direct mail case study

P&O Cruises wanted to attract a new audience to experience its superliner Ventura – younger professionals who had never previously considered a cruise holiday.

Because this was a tough target audience, agency Entire Direct Marketing came up with an integrated teaser campaign using unbranded emails linked to short web movies. This was followed by branded direct mail and emails which finally revealed that it was a cruise holiday promotion and included a strong call to request a brochure and enter a prize draw.

By challenging perceptions and generating excitement through a multi-channel approach, the message was delivered with minimum cost and maximum return on investment, tripling the target response rate and reducing the cost per response by 74%. In fact, this campaign – which won silver in the travel category at the 2008 DMA Awards – was so successful that P&O Cruises is rolling the idea out to other ships in its fleet.