Cunard’s Direct Mail Keeps Travelers On Board
A direct mail magazine helps one of the world’s most distinguished cruise lines keep its customers informed about life at sea.
Mailer Name: Cunard Line
Date Mailed: January 2017
Owned by Carnival, the British-American conglomerate, Cunard celebrated its 175th anniversary in 2015. It currently operates three ocean liners that continue the legacy of fine service set by its predecessors.
Upon completion of their first cruise, travelers enroll in the World Club, the company’s loyalty program. Based on their number of trips or nights on board, members are awarded one of 4 levels.
The January 2017 edition of the club’s magazine, Cunarder, displays its name on the front cover in gold foil. A fashion model wears a design featured in the first Transatlantic Fashion Week, held on the Queen Mary 2 in September.
Inside, a 2-page spread gushes about the event and its industry participants. Their names – and a handful of photos – attract attention of anyone desiring a stylish prelude to New York’s Fashion Week following the ship’s arrival from Southampton, England.
Other articles are mixed in with 1-page promotions for various destinations in 2017 and 2018. One lists some of the celebrity guests scheduled for upcoming Cunard trips. Another describes some of the spa treatments available on its ships.
The magazine devotes an entire page to two important groups in the Cunard family. Customers with hundreds of nights of stays (or more) are recognized for their loyalty. And staff members are celebrated for their exceptional customer service.
Trips are about more than the destination. Focus on providing the best possible experience for customers.