Princess Cruises' Direct Mail Focuses on Locations
An ocean cruise brand reaches out to customers with direct mail that gets customers to look at more than the price.
Mailer Name: Princess Cruises
Date Mailed: October 2016
Princess mailed a direct mail brochure that sets the stage for talking about its sailings to the Caribbean and Panama. The cover provides a hint, showing a couple running through the surf. “The wonder of well-spent days” reads the headline.
A single price tag towards the bottom of the page designates the Great Escapes Sale. Travelers can save up to $350 on their trip.
Inside, 6 spreads showcase each of 3 destinations covered by the promotion. The first spread for each area includes pictures from various locations. For further information, it directs customers online.
The spread that follows includes more photos of landscapes and people. Departure dates, length, and ports-of-call for specific trips are also shown, along with pricing.
Travel brands win when they emphasize experiences and destinations over costs.