Princess Cruises expands BTB online strategy with Alterian

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Princess Cruises has implemented a Realy Simple Syndication (RSS) solution using Alterian's online marketing application, Dynamic Messenger, to transform the way travel agents receive information and conduct business.

Princess Cruises is a global cruise and tour company operating a fleet of 14 modern ships. The company is part of Carnival Corp. & plc. Chicago-based Alterian is a provider of software for analytically led integrated marketing.

Dynamic Messenger is part of the Alterian's Marketing Services Platform. Princess Cruises said the functionality of the platform allows Princess Cruises to use e-mail, dynamic content, database marketing and analytics to create a trackable RSS stream, termed OneSource Notices. OneSource Notices allows travel agents to request and receive a continued stream of the latest news, promotional fares and offers from Princess Cruises.

The RSS live feed is data-driven and tied directly to each e-mail campaign powered by Alterian's Dynamic Messenger. The agent logs onto the Princess OneSource Web site and all e-mails that the travel agency receives are automatically available in RSS format and are targeted based on their profiles. The same campaign measurement and reporting features available through Alterian's Dynamic Messenger for e-mail delivery are also available to measure the effectiveness of the RSS feed.

With this functionality, Princess Cruises also can track click thrus and open rates, which will assist with future content development and promotional offers.

Princess Cruises said the OneSource Notices provide Princess with a viable alternative of reaching travel agents, other than through their e-mail inbox. RSS feeds are real-time, don't require an extra step of actually opening an e-mail and are user requested.

Pr incess Cruises said the system provides non-intrusive and concise delivery of timely information for travel agents throughout the country, which is important i n an industry where rates and schedules can change instantaneously.

Princess Cruises said the Alterian solution also enables it to repurpose content used for its e-mail marketing to deliver personalized RSS communications with no added costs or effort.

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