Background:
Silversea is an ultra-luxury cruise line focused on providing its guests with the most intimate and personalized experience. Their ships are smaller and more agile to visit smaller ports and sail narrow passages.

Objective:
Increase travel bookings for the complete 2014 Circle South America grand voyage segments over individual shorter voyages/cruises.

Target:
Target loyalty Venetian Society members and prospects that have shown interest in South America and longer voyages.

Marketing Strategy:
Position combined voyage itinerary as a winter getaway and the only way to truly fully immerse oneself in the South American culture.

Communication Strategy:
Develop a direct mail package with a personalized invitation from the ship’s captain, including a brochure that unfolds into a map illustrating the entire 66-day voyage.

In the past, Venetian Society loyalty program mailings were often in basic #10 envelopes using stock letterhead. This package both elevated the customer and Silversea's Venetian Society brand in an unprecedented way. The poster map included as part of the insert added visual interest and indulged the experienced cruiser's desire to explore and learn.