Circle of friends
Designed to drive repeat sales from past Princess Cruises’ customers, Captain’s Circle, a glossy 12-page quarterly magazine, is mailed to Australian and New Zealand members of the line’s elite loyalty club. Cleverly targeted editorial and evocative photographs highlight Princess itineraries and experiences and detail exclusive member offers, inspiring this adventurous but discerning audience to rebook.
Captain’s Circle targets Princess Cruises’ Captain’s Circle Australian and New Zealand members. Captain’s Circle membership is extended to passengers who have shown themselves to be dedicated cruise-goers. They are individuals who have the means and the leisure time to fully enjoy life, and who want to embrace the pleasure of exploring new places, new experiences and all that cruising has to offer.
Every three months the magazine is sent to communicate with Captain’s Circle members by bringing them up-to-date cruise news, onboard initiatives, destination articles that are inspiring and informative (designed to excite readers to pre-plan their trip while reading the article), and exclusive member benefits and offers. It also shares behind-the-scenes information, for example, featuring passengers’ favourite Princess Cruises crew members.
Captain’s Circle is designed to build loyalty and a sense of exclusivity, not to mention bookings for further cruise trips. To that end the magazine has been given a premium look and feel, combined with quality articles that speak directly to its affluent readership.
68% – the percentage of passengers who included reading as a hobby/interest*
42% – the percentage of recipients who are retired*
*Captain’s Circle readership profile and brand strategy review 2010
At the helm
A dedicated cruising enthusiast, assistant editor Alarna Haigh brings a wealth of cruise knowledge to Sail Away, having worked on various cruising publications and websites including Cruise Passenger and cruises.com.au. She has a deep understanding of the pleasures and delights of cruising. Her experience and eagle eye for detail make her the perfect choice to helm this small but important publication.