Oceania Cruises is the world’s largest upper premium cruise line. The finest cuisine at sea, award-winning itineraries and outstanding value define Oceania Cruises’ five-star product and have positioned the company as the cruise line of choice for travelers seeking a truly refined and casually elegant travel experience.
Moving website visitors closer to a sale by combining timely and personalized direct mail with online media tools.
Hospitality
- Support selling process for future cruise bookings
- Engage with website visitors prior to mailing a comprehensive brochure requested online
- Drive online visitors to a personalized web landing page to obtain additional information regarding travel preferences and future sailings
- Monitor campaign activity and disperse data to telemarketing support on demand for timely follow up with online visitors
Website visitors who requested a promotional brochure pertaining to future sailings
When a prospect visited the Oceania website to request a brochure, they were directed to a page prompting them to complete a brief, mini-questionnaire.
The questions were as follows:
1) What destination are you most likely to visit within the next year?
2) What type of stateroom are you interested in?
3) What do you most enjoy about a cruise vacation?
4) When are you planning to take your next cruise vacation?
5) How many cruises have you taken in the past?
6) What is your age range?
Based on the prospects’ answers to the six questions, a customized direct mail piece and web-landing page was created for each prospect on demand using Rex’s variable data programming technologies.
A personalized URL each prospect’s name was printed on a respective direct mail piece, inviting them to visit a customized web-landing page with a personalized promotional offer.
The landing page mimicked Oceania’s website, yet resided on the Rex Three servers while giving Oceania’s campaign managers complete control through a campaign dashboard.
By doing so, Rex was able to track each prospect's visit to the assigned landing page, as well as record their itinerary of interest. Once prospects selected their itinerary, they were immediately directed to Oceania’s corporate website.
- Every day at 3:00 a.m. Oceania would send a data file to Rex Three.
- This file was then batch-processed and sent to Rex’s digital printing department for production.
- Rex printed and mailed each personalized direct mail offer daily.
- The entire process (receiving data, processing the data, print production and delivery to the US Portal Office) occurred within a 14-hour timeframe every day.
Interactive program generated a 49.73% response rate. The response rate was measured by tracking the number of prospects that visited the web-landing page included in the follow up direct mail piece.
The client indicated that Rex’s print operation lowered customer acquisition costs significantly, while improving the quality of the leads generated. Thus, moving leads through the sales generation funnel quickly and more successfully.
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Front - Oceania Cruises Direct Mail Piece
Hospitality Marketing
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