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For members enrolled in this Fort Lauderdale-based cruise line’s loyalty program, the Seven Seas Society, Unique Discoveries is a 12-page newsletter that provides individualized information about each member’s account activity and opportunities, while generating interest in future cruises to boost bookings.

Response: More than $3.2 million in incremental bookings as a direct result of the first issue mailed to 135,000 members.

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Seven Seas Society members receive Welcome Home greetings on their return from a Regent Seven Seas Cruise. Variable imagery, text and color provide highly customized creative content including the customer’s name, the name and photo of the last ship cruised on, and a colorized bar that highlights the member’s tier level within the loyalty program.

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