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Company: AlphaGraphics North East
Project: Personalised Royal Caribbean Brochure

http://www.agnortheast.com/index.php

Dates: Nov 2007 to Mar 2008

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How did the project start?

In November 2007, AlphaGraphics North East was approached by the print management company, Universal Document Management, to produce a personalised cruise brochure on behalf of their customer, Royal Caribbean.

The objective of the campaign for Royal Caribbean was to communicate and build relationships with their current customer base and prospects using a segmented and targeted approach.

AlphaGraphics North East used their complex program XMPie to create a bespoke, personalised cruise brochure. The information was gathered when a visitor to the Royal Caribbean website requested further information and selected certain areas of interest including destination, occupancy type, excursions and the preferred class of ship.

Once this information had been received a personalised brochure which contained only relevant information to the interests that they had selected was compiled.

What options did you consider?

Working on ideas for a solution, the different teams involved reviewed and amended several possible personalised outcomes before deciding on the chosen promotion.

Once this system had been successfully trialed, the artwork and the data was migrated to the AlphaGraphics North East team so they could concentrate on building the documents.

What help and expertise did you receive?

The AlphaGraphics North East design team, internal account managers and digital specialists used their complementary expertise on this campaign.

Did you face any challenges or learn any lessons?

The initial challenge was developing a way of tracking and capturing the data from the website in order to produce the personalised brochure and gaining an understanding of how all elements of the software could work together to meet the needs of the client.

What are the outcomes and how has it improved your business?

The printed document replaced the usual brochure available from Travel Agents which is approximately 124 pages and highly detailed about each cruise available.

This form of communication met the objectives of Royal Caribbean and produced higher rates of customer acquisition and customer loyalty. It was also a “real time” campaign so the client was informed of its success from the moment the system went live.

Following the positive response from the UK campaign the company has approached AlphaGraphics North East to replicate this service for other European markets and to manage this supply chain.

What are your plans for the future?

Following the success of this solution we are now able to offer this to a variety of other sectors and in particular the education sector and it has given AlphaGraphics North East a USP above its competitors in the market.