This cruise line’s brand identity is elegant and understated, yet they needed to promote special offers, and create a sense of urgency to help book undersold sailings. The promotion must stay true to Regent’s brand standards and deliver a targeted message to entice a discerning sector.
The line’s guests are affluent and savvy travelers who respond well to elegant magazine-style communications, yet they also appreciate receiving a special value. We developed a program of direct mail to past guests and online banners for new prospects. The brochure mailer, entitled “Last Call” was created utilizing variable data printing for personalized information tailored to each guest. This worked in conjunction with an online campaign linked directly to the line’s booking engine.
