We’re golden… again!
Arrivia’s recent direct mail marketing campaign, the iCruise Cruise Rebound Past Cruiser Postcard Strategy (yes, we know it’s a mouthful), has earned gold in the 2022 MarCom Awards. This is our second consecutive gold-level award in the print media category, which recognizes marketing initiatives judged to exceed the industry’s highest standards.
The Past Cruiser campaign targeted travelers who had booked sailings through the iCruise platform before the COVID-19 pandemic but had not booked a cruise since restrictions were lifted. The campaign met its goal of accelerating cruise bookings through 2022, which is one of the reasons it was selected by the prestigious MarCom Awards committee.
“We are pleased that our marketing efforts were singled out among stiff competition – more than 6,500 entries from dozens of countries this year,” said arrivia Chief Marketing Officer Jeff Zotara. “The cruise industry has faced a difficult time in the past two years and this campaign focused on re-engaging an important segment of cruisers with highly personalized, relevant content that resonates.”
Arrivia tailored the campaign to cruise customers in the contemporary and luxury segments, crafting individualized offers based on searching and booking behaviors and working with leading cruise lines to create special packages and incentives. These offers were then deployed monthly through postcard mailers co-branded with the major cruise lines. This data-driven approach activated a segment that had previously comprised upwards of 30% of all cruise booking activity, but had been almost entirely dormant in the wake of the pandemic. The result was a sustained increase in booking volume across arrivia’s platforms throughout 2022, success that MarCom recognized this week.
The MarCom Awards is an international creative competition that recognizes outstanding achievements by marketing and communication professionals. The annual awards are administered and judged by the Association of Marketing and Communication Professionals consisting of several thousand international creative professionals. The Association oversees awards and recognition programs, provides judges, and sets standards for excellence.