A Custom Fit

Regent launches customized print and online program

By: By Marilyn Green


Regent Seven Seas Cruises is rolling out a new program of print and online guest communications customized with specific information from each client’s agency.

The new print tools include postcards wishing guests bon voyage for upcoming cruises and featuring the ship they are booked on to sail, including the agency’s name and phone number. On their return, clients receive a photo of their ship with a thank you letter from the agency of record, the agency phone number and the guest’s loyalty tier and Seven Seas Society number.

Agencies also can order customized travel planner brochures for their clients, featuring any of three destinations of choice and displaying the name and phone number of the agency. Regent covers the mailing costs of these pieces.

The name and phone number of a guest’s agency of record will be featured in tactical direct mail pieces and with Voyage Insider books, sent to guests once they have deposited a 2008 Alaska cruise, inviting them to upgrade in four areas: suite accommodations, air/sea program, RegentCare travel insurance and land programs.

Clients will receive the print version of the new magazine which is also offered online, with travel stories and reports, destination images and special offers.

New online initiatives include the option for agents to choose a guest e-mail series from Regent’s reservations. Each e-mail directs guests to contact their travel agency of record (named in the e-mail), when deposits are due. Guests also receive e-mails describing pre- and post-cruise hotel and land programs available, providing agencies with opportunities to generate additional commission dollars.

Agents can add the company’s name, phone number, logo, URL and special offers to Regent’s e-postcards, creating timely, free vehicles to present key information to clients.

Electronic promotional e-mails will advise guests of special offers and packages available through the year, personalized with their agency of record.

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