Email Campaign for Princess Cruises

The Brief

Princess Cruises needed a Thanksgiving-timed promotional email to drive last-minute bookings during the competitive holiday travel shopping period. The challenge was standing out during Black Friday week when consumers are focused on product deals, not travel planning.

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My Strategy

Instead of competing with Black Friday retail noise, I leaned into the Thanksgiving theme with gratitude messaging while creating urgency around limited inventory. Key strategic decisions:

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• Timing psychology: Positioned cruises as spontaneous opportunities rather than long-term planning commitments

• Price framing: Led with per-day pricing ($55/day) to make luxury cruises feel accessible and comparable to daily spending

• Variety over focus: Showcased 10 diverse destinations to appeal to different traveler profiles in a single send

• Emotional triggers: Combined gratitude (Thanksgiving), spontaneity ("Be spontaneous and say YES"), and scarcity ("sailing off fast")

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Results

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While specific conversion metrics are proprietary to Princess, this email was part of Princess Cruises' ongoing promotional calendar driving bookings during the critical holiday shopping window. The campaign targeted warm leads during peak travel shopping season with competitive per-day pricing across 10 sailings.