The client: P&O Cruises is a well-known and widely respected British cruise brand based in Southampton and part of the Carnival Corporation. It carries nearly 400,000 passengers a year aboard eight vessels, including the Eiffel Tower-long Britannia flagship.
The brief: To place in all cabins aboard each ship a magazine that both acts as an on-board cabin directory and drives onboard retail sales. The magazine must enable passengers to make the most of their cruise and increase the customer’s incremental spend.
The magazine: We created Discover, a warm and engaging 116-page magazine in a premium compact format also available to download in both mobile and tablet formats to read on deck. The tone is friendly, the look stylish and production values high.
The result: Passengers enjoying the benefits of their on-board magazine returned both higher levels of customer satisfaction in post-cruise surveys and spent more on-board than control groups exposed to nothing more than a simple hotel services directory.
"Our customers love Discover magazine, and they tell us it’s a key part of their cruise experience. It looks and feels beautiful, and the conversational tone hits the right note. Add in proven commercial success and we are very pleased indeed with our publication."