Royal Caribbean featured customers on its brochures.
02/18/11
The popular cruise line Royal Caribbean is using brochure printing to reach potential guests, the company reported on its blog. For its latest marketing initiative, the cruise line asked previous guests to volunteer for the cover of the booklet. Royal Caribbean considered as many as 16 different couples to appear on the front of the brochure before eventually deciding upon Scott and Terri Lynn Crutchfield from Florida. "This was fun and we were kind of caught up in the moment. We never thought we would hear from them again," Terri Lynn told Royal Caribbean. "We were happy they chose us. It is kind of an honor." Royal Caribbean will produce more than 1 million copies of the brochure with the Crutchfields on it, which will be distributed to prospects in the United States and in Canada. The cruise line's approach to the marketing campaign is unique in that it made its guests feel valuable. Businesses could take a similar approach with their marketing brochures to strengthen relationships with their existing customers. This would work especially well for entertainment and recreation companies.
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