Millennium, the UK’s leading marketing agency specialising exclusively in the mature market, has been appointed by Cunard Line who operate The Most Famous Ocean Liners in the World brand to perform data profiling and customer analysis.
Millennium has been handed the briefs in response to Cunard’s desire to examine customer insights and experiences, and drive value from it customer database.
Millennium has built over 12 years’ comprehensive understanding and experience of targeting the mature market, and has vast knowledge within the travel sector. Millennium has used extensive intelligence on the mature market to devise the UK’s most sophisticated mature market customer segmentation tool, The New Majority. This enables brands to discover the audience most amenable to their product or service.
Millennium will examine Cunard’s current and prospect customer data to help identify and profile customers for Transatlantic Crossings and multi-destination voyages including World Cruise. From within the base and also allowing us to go out and look for look alikes from within the New Majority database of 17 million records.
Chris Barker, account director at Millennium, said: “Understanding your customers is vital, especially in today’s competitive travel sector. We are really excited to be working with Cunard and applying our ‘New Majority’ segmentation model throughout the client’s database.”
Dirk Kelly, customer relationship marketing manager for Cunard, added: “Cunard has been offering timeless voyages since 1840 and over this time we have collected a wealth of customer data. Millennium’s unique understanding and professionalism in the mature market will help us to identify customer patterns and trends, enabling us to approach customers at the right time with the ultimate Cunard experience.”