Princess Cruises Expands B2B Online Strategy with Alterian for Travel Agent Network


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The Alterian Marketing Services Platform RSS component provides travel agents with immediate access to real time cruise line information

CHICAGO, April 24th, 2007 – Alterian (LSE: ALN), the leading global provider of software for Analytically Led Integrated Marketing, announced today that Princess Cruises has implemented a Real Simple Syndication (RSS) solution using Alterian’s online marketing application, Dynamic Messenger, to transform the way travel agents receive information and conduct business.

The unique functionality of the Alterian Marketing Services Platform allows Princess Cruises to leverage email, 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 OneSource Notices provide Princess with a viable alternative of reaching travel agents, other than through their email inbox. Using a pull technology, which allows users to request specific promotional content provides many benefits. RSS feeds are real-time, don’t require an extra step of actually opening an email and most importantly are user requested. “Alterian makes adding the RSS channel to our strategy practically effortless. We are able to repurpose content used for our email marketing to deliver personalized RSS communications with no added costs or effort,” explains Stanley McClurkin-Birge, director of direct marketing for Princess Cruises.

The RSS live feed is data-driven and tied directly to each email campaign powered by Alterian’s Dynamic Messenger. The agent simply logs onto the Princess OneSource website and all emails that the travel agency receives are automatically available in RSS format and are targeted based on their profiles. Uniquely, the same campaign measurement and reporting features available through Alterian’s Dynamic Messenger for email delivery are also available to measure the effectiveness of the RSS feed. “Just like it does with email, Dynamic Messenger applies tracking metrics to RSS feeds giving the marketer the ability to measure the effectiveness of all online marketing channels,” explained Bob Hale, vice president of business development for Alterian. With this functionality, Princess Cruises can also track click thrus and open rates which will assist with future content development and promotional offers.

“Princess Cruises is delighted to provide non-intrusive and concise delivery of timely information for travel agents throughout the country,” said McClurkin-Birge. “OneSource Notices make it very easy for our travel partners to access the special fares and promotional offers that they can use to increase sales. In an industry where rates and schedules can change instantaneously, it is critical that our agents have real-time, up-to-date and accurate information,” said Richard Forgham, director of channel sales for Princess Cruises.

“We’re very excited to help Princess Cruises successfully execute analytically led integrated marketing. Through the evolution of marketing technology, we inevitably start to see applications supporting one another to benefit both the customer and the company,” said Hale. “Here we see two different technologies – email (push) and RSS (pull) working together to create a powerful B2B solution that benefits both Princess and their travel agent partners. It’s truly a win-win.”

About Princess Cruises
One of the best -known names in cruising, Princess Cruises is a global cruise and tour company operating a fleet of 14 modern ships renowned for their innovative design and wide array of choices in dining, entertainment and amenities, all provided in an environment of exceptional customer service. A recognized leader in worldwide cruising, Princess offers its passengers the opportunity to escape to the top destinations around the globe, with sailings to all seven continents, ranging in length from seven to 30 days. The company is part of Carnival Corporation & plc (NYSE/LSE:CCL; NYSE:CUK).

Princess Cruises is a proud member of World’s Leading Cruise Lines. Our exclusive alliance also includes Carnival Cruise Lines, Holland America, Cunard Line, Costa Cruises, Windstar Cruises and The Yachts of Seabourn. Sharing a passion to please each guest, and a commitment to quality and value, our
member lines appeal to a wide range of lifestyles and budgets. Together we offer exciting and enriching cruise vacations to the world’s most desirable destinations.

About Alterian
Alterian (LSE: ALN) is the leading global provider of software for Analytically Led Integrated Marketing – making it practical and cost effective for marketers to gain insight into their data and use this to drive an integrated marketing strategy, across multiple online and offline channels, from a single set of applications and infrastructure.

A global community of over 70 business partners, including many of the leading providers of services to marketers such as Accenture, Acxiom, Allant Group, Carlson Marketing, Experian, Epsilon, InfoUSA, Harte-Hanks, Merkle, Ogilvy One and Euro RSCG Worldwide, deliver the Alterian Marketing Services Platform alongside their own value-added services. These solutions empower market leaders like Princess Cruises, General Motors, Zurich, HSBC, Starz Entertainment, Limited Too, Dell, Amnesty International and Vodafone, to drive competitive advantage through improved marketing performance and customer satisfaction.

Alterian was founded in 1997 and listed on the techMARK Index of the London Stock Exchange in 2000. With offices throughout North America and Europe, Alterian software is used in over 20 countries worldwide.


Lisa Diomede
The Red Group
630-858-7940, ext. 116

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  1. I’ve been on princess cruises a few times and had a great time on each one. This summer though i’m planning to go on a mediterranean cruise which should be different since it’ll be stopping into so many different countries where cultures are very different. I can’t wait.


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