Transporting Recipients to Another World
More of a promotional/retail type mailing than Cunard's normal direct mail pieces, the Queen Mary 2 campaign had two objectives, says Clark: one, drive recipients into the brochure to the offers, in the hopes of getting them to make reservations; and two, educate them on the Cunard brand, specifically its flagship Queen Mary 2, so if they don't book right away they at least get a sense of who Cunard Lines is.
And so far, so good. To date, the campaign's response has exceeded company expectations, especially in light of the down economy. Cunard Lines also is saving money with the slimmed-down mail piece.
"Normally this piece is a large 8½" x 11" format with up to 24 pages," says Clark, who is also quick to note that Cunard has mailed this one-sheet brochure format before. "We saw this format as an opportunity to reduce the total costs of creating the mail piece while offering that audience something new in their mailbox. Because we so often send bigger pieces, some of the audience may have become conditioned to seeing them. So this is a great opportunity to give them something new and inviting."
The rectangular-shaped piece is sealed with three wafer seals, a fact that initially caused some concern among Cunard's marketing team who believed this may inhibit response. But after working closely with its lettershops, the company made sure the wafer seals were perforated, allowing for easy access. Cunard also worked with its internal production team to ensure that the mailing remained closed and didn't tear.
To ensure prospects don't overlook its "Welcome Aboard Specials," Cunard places them on the front and back covers of its direct mailings. "We're not always sure if the consumer's only going to look at one side of the piece before opening it," says Jamie Clark, marketing specialist at Cunard. "With direct mail, you never know if they just grab it and tear it open from one side and look at it. So we want to make sure that the offers are noticeable on both sides."