Fred. Olsen Cruise Lines
Oceans Club Members Only Offers
Fred. Olsen Cruise Lines operates a fleet of, by today’s standard, quite small ships. They are intimate, with an emphasis on personal service, with passengers encouraged to get to know the crew. This attracts an older audience who like to be familiar with the ships and indeed are likely to sail on more than one ship each year.
However, even with the advantage of beautiful ships and a friendly yet highly respectful approach to service, Fred. Olsen Cruise Lines operates in a fiercely competitive over 60’s market.
Many passengers are loyal, but understandably some are still tempted away by other operators.
Fred. Olsen Cruise Lines’ solution is to reward their passengers for every stay on board. The more nights passengers spend on a cruise, the more benefits they enjoy as members of Oceans Club – be it discounted on board spend, a welcome aboard gift or exclusive cocktail party whilst sailing.
Fred. Olsen Cruise Lines however decided they wanted to offer Oceans Club members even more benefits to strengthen their already buoyant relationship.
So Bedrock turned to its network of over 100 high street brands and selected the partners who would be of most interest to this older audience.
Over 80% of Fred. Olsen Cruise Lines passengers’ are over 60 and the ’silver surfer’ is a valuable market for many brands. Fred. Olsen Cruise Lines can offer access to over 200,000 of them via Oceans Club and their various comms channels.
By partnering, brands gain direct access to this valuable, high spending closed user group, operated via the My Cruises member portal.
Oceans Club members now benefit from discounts at not only their favourite and most used daily brands such as Sainsbury’s and Virgin Media, but, more importantly for this audience, for brands and services that fit in with a lifestyle built around leisure time.
Of real value to the members are discounts at Red Letter Days, ATG Tickets, the Royal Opera House and the National Trust.
Reaching this audience is key, yet often expensive for these brands – this programme gives partners a direct route into an engaged audience with no direct costs attached.
As with all of Bedrock’s programmes and partnerships, the intention is to deliver a win not just for the client and participating brands, but for the customer too. As we like to say, our intention to deliver a win-win-win, not just a win-win.