Carlson Cruises Worldwide
The OpportunityAfter conducting both qualitative and quantitative research, Carlson Cruises Worldwide (CCW) found that its customers were looking for cruises that were more relevant to their wants and needs. They wanted an experience on-board and on-shore with guests that had similar interests. In addition, CCW was looking to provide a unique customer experience that would differentiate the cruise line from its competitors.
The SolutionFrom its customer data and insight, CCW developed the Circles of Interest packages—on-board and on-shore packages that are fun, adventurous and aimed at specific customer interests and preferences.
A pilot for the Circles of Interest packages was launched in 2005 that included three unique offerings:
• Explore the Natural Beauty of the Greek Isles with expert Jean Michel Cousteau,
• Archaeology & Ancient History with expert Sandra Bowen, PhD., and Antiques,
• Art and Artifacts with BBC Antiques Roadshow experts.
A direct mailing was sent to CCW’s most valuable customers (MVCs) and most growable customers (MGCs), enabling customers to explore destinations their way.