Holland America Line

The challenge

Holland America Line, the leading provider of cruise vacations, enticed its customers, prospects and leads with an engaging direct mail campaign. PSI Direct and Holland America Line joined forces to create a direct mail aimed at whetting travel appetites and encouraging bookings.

This cleverly constructed direct mail campaign was aimed at different audiences. Existing customers, leads from various channels and prospects (selected based on extensive segmentation analysis). The DM pack itself consists of an envelope, a letter with a coupon and an 8-page newspaper full of inspiration and information about the wonderful world of cruising. For leads and prospects, an additional informative flyer has been added, full of compelling arguments as to why a cruise vacation can be for everyone.

Our solution

Holland America Line and PSI Direct worked side by side to shape this campaign. While both partners brought their expertise to the design, PSI Direct then handled production, handling and shipping to both consumers and travel agents. This collaboration has produced a balanced mix of information and visual appeal, inviting each recipient to explore the world of cruising.

A crucial part of this campaign was the special offer for existing customers and previously acquired leads: when booking a selected trip, they received extra on-board credit, as an enticing bonus for their loyalty. For prospects, an attractive trigger to take the first step toward a Holland America Line adventure was the chance to win a free cruise.

The result

Through this targeted approach, in which each element of the direct mail was carefully tailored to different target audiences, Holland America Line captured the interest of potential travelers at various levels. The combination of enticing visual content, informative content and irresistible offers captured the imagination and reinforced the idea of a cruise vacation as the ideal way to discover the world.

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