TUI UK & Ireland: Thomson Cruises

This case study describes a campaign by Thomson Cruises, the holiday company, which targeted regular cruise customers.

TUI UK & Ireland: Thomson Cruises

Creator

The team

Tracy Pickersgill, Natalie Mead, Martin Lewis, Jenni Moss, Alex Bontoux, Helen Alexander, Davenia John, Allan Tran, Dinesh Hirani, Roy Peters, Mark Brennan, David Stead.

How did the campaign make a difference?

Loyal customers book higher-margin holidays earlier, and are more likely to buy ancillary products and act as brand advocates. This 'little thank yous' programme systematically recognised and rewarded Thomson Cruises' best customers, driving an 819% increase in bookings and 239% increase in ancillary sales.

What details of the strategy make this a winning entry?

Improving loyalty drives the biggest ROI...

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