Direct mail fixed aboard Holland America Line
‘Direct mail is an important addition to our business. We don’t believe in one-shot communication. That’s why we embed it in our strategy, as a good and effective support.’ Amanda Krans, Senior Manager Marketing EMEA, talks enthusiastically about the use of direct mail for Holland America Line.
‘Going on a cruise.’ It is mostly an older demographic that is picking up the plan to do it “later” someday. But why just not do it now? Why put it off any longer? Holland America Line, the market leader in cruises in the Netherlands, decided two years ago to use direct mail strategically to inform and inspire its target group to book now. It became a learning journey!
‘Always on’ strategy
Holland America Line employs an “always on” media strategy. In it, in addition to advertising, radio and television alternate. Television for brand awareness and cruise awareness with an activating role for radio. In addition, a lot happens online, in all layers. From social media to in search engines, display ads, to banner ads. All channels are constantly on.
Amanda on that: ‘Every week we send an e-mail to our database. But we know from our target audience, whom we speak to ourselves at trade shows and events, that they want something in their hands. We also know that the mail you find in your mailbox today is no longer the mail of the past. That’s why we really want to send something to look forward to.
‘At PSI Vransen they go the extra mile to help us. Asked and unasked, they come up with ideas. That is exactly what we need as a small team within Holland America Line.’
Cruise newspaper
‘Cruise awareness is very low in the Netherlands. Within the tourism share we have 0.7% penetration. That’s about 120,000 passengers converted. That is why we are looking for a balance between informing and at the same time inspiring people to go on a cruise. Direct mail is very suitable for that. So in our first direct mail we came up with a cruise newspaper with stories, information and facts. We also put a few pages in that cruise newspaper on itinerary maps. After all, we are a commercial company, bookings are very important to us.’
Read more about the cruise newspaper case here
8 pages of information and inspiration in the cruise newspaper
From idea to execution with impact
PSI approached from the need for specific expertise. ‘We had a basic idea, but needed support with the design. That was the beginning of a collaboration that is going great. For example, PSI is very good at coming up with examples. They also came up with the self-mailer that we used in our second mailing. We were looking for a dm piece with an impact that was not standard. They did the entire creation for us. We were completely relieved of that.
In implementation, Amanda and her team encountered an unanticipated problem. In the database, the addresses had been registered and stored in the American ways. That meant that some 24,000 addresses had to be manually checked one by one. Amanda: “A terrible job. PSI solved that for us. Fortunately, because it’s quite something to have to go through so many addresses.’
Unfold self-mailer opens the world of cruise travel and activates with a temporary offer
How does the journey continue?
Meanwhile, PSI also cooperates intensively with PSI for inventory management and distribution of travel brochures to consumers and travel agents. A secure planning has been made for this and it is running perfectly. The next direct mailing is already planned for next summer. Exactly at the right time, because within the cruise segment that is the moment to start communicating the early booking benefits for 2026.
Results
Apart from building cruise awareness, Amanda sees a clear spike in bookings, including online, at the internal call center and with travel agents. ‘It’s definitely profitable for us, so we’re going ahead with it. Carefully planned and fitted into our strategy. Direct mail helps to make our brand recognizable. Ideal to fall on the doormat of the right people at the right time.’
Do you also want to inform, inspire and spur your target audience into action? Then schedule a quick consultation with one of our colleagues via the button below or call +31 20 495 38 38.