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Turning one-time customers into loyal users

How a change in TOV ticked the right boxes

tone of voice and direct mail for P&O cruises,
P&O cruises,
The client

P&O Cruises  

The challenge

Can direct mail still turn one-time customers into loyal users? P&O Cruises planned a series of seven direct marketing pieces to be sent out over the course of a year. They had useful insights about each past passenger from answers they’d given to an on-board questionnaire, such as their last cruise and how they felt about it, whether they’d booked as a family, where they wanted to go on their next cruise and what they’d spent most on whilst on board. It was our job to make the most of these insights and write highly personalised mailings.

The solution

We flexed P&O Cruises’ TOV (which we’d actually created seven years before) to make this their most personable campaign yet. The copy was conversational, playful and a touch wistful about the cruise just gone. Then, making frequent references to answers they’d given, we presented the appeal of another cruise. Each of the seven pieces was precisely targeted to the customer’s preferences.

The writing

'We miss you already. So we're offering you an exclusive incentive to come back.

Hello there, Stephen. We've just been going through your feedback questionnaire. It may not be the most glamorous part of our job - but this time we absolutely loved it. We're delighted that you had such a good time on board Ventura.'

The results

the client was overjoyed with the campaign and has since commissioned us to work on several other high-profile projects.

“We are all so happy with it and the campaign to date has been hugely well received.” 

Abi Winfield 
CRM Executive
P&O Cruises 


The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Client: P&O Cruises

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