BOOSTING DIRECT SALES BY UNDERSTANDING THE AUDIENCE

Fred. Olsen Cruise Lines

Fred. Olsen Cruise Lines operate a fleet of four cruise ships providing travel and accommodation globally to a 65+ demographic.

The Problem

Fred. Olsen Cruise Line wanted to increase direct sales from 13% to 20%.


The Solution

We actually increased direct sales to 32% through a redesigned and user focused website and an integrated, hardworking direct marketing campaign - all supported by the new image library we created. We achieved this through our unique i5 process which enabled in-depth customer research both on and off ship, carefully developed personas and data targeting. Connecting Relevance meant keeping the customer at the heart of everything we did. Our work was Highly Commended in the DADI Awards 2013 and was shortlisted for a CIM Award in 2014, delivering an ROI of 5:1.

%

increase in direct sales

%

increase in users of online booking system


What the client said

The campaign's success is even more remarkable against a market which after 10 years growth remained flat in 2012 and struggled in 2013.

Nathan Philpot
Marketing Director, Fred. Olsen Cruise Lines

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