Norwegian Cruise Line®
Norwegian Cruise Line® (NCL) was looking for a cost-effective way to broaden their email customer base.
To help them achieve this, Tucker and the team at Marca Miami outlined three potential consumer segments and targeted prospects with the highest propensity to travel. The goal was to create a cost-effective, lead-generation platform that connected with consumers and captured email addresses.
The result was PURL (Personalized URL), a sweepstakes microsite, inviting potential cruisers to register to win a free custom cruise anywhere in the world.
This content for NCL was created under direction of Tucker Hassler, Fuse Digital Founder, while employed by Marca® in Miami.
Deliverables
The Norwegian PURL campaign took a deep dive (pun intended) into customization. Once recipients entered the site, they could choose the destinations, shore activities, dining and entertainment that appealed to them most. The site would then customize its content to match those choices, while providing NCL the data needed to make future emails more personal and effective.
The site also came with referral functionality, allowing users to send personalized electronic postcards to friends. This further bolstered Norwegian’s email acquisition list and created a social element to the campaign.
Results
The PURL campaign effectively lowered Norwegian’s cost-per-new-email acquisition by 40% and generated a DM conversion rate 370% higher than their best business reply card at the time. 98% of prospects who entered PURL opted in for emails, while 7.5% referred their friends to the site. 20% of PURL users spent over five minutes interacting with the site, while a large number of visitors also spent time on ncl.com, exploring destinations and continuing to book cruises.
