D and G Media, specialists in experiential and monitored free distribution at the UK’s largest cruise terminals, Eurotunnel and the Isle of Wight ferry terminal branded their magazine stands with Cunard’s insignia in the departure and arrival lounges.
Cunard’s Queen Elizabeth’s maiden voyage set sail from Southampton’s waters on Tuesday, 12th October 2010 with 2,092 passengers onboard. D and G Media’s magazine stands had a 200% take-up of consumer titles from cruise passengers and had to be re-stocked five times to accommodate demand, according to the company.
D and G Media’s campaign was based on matching titles with Cunard’s passenger profile to meet individual magazine title objectives.
New research, from D and G, carried out while passengers waited in the departure lounge before embarkation concluded that:
• Passengers are discriminatory when selecting titles
• On average, each passenger picked up no more than two magazines
• Regional titles such as Hampshire Life/Surrey Life are very popular
Says, Damian Gevertz, Managing Director of D and G Media: “It has been a fascinating exercise to study and learn how people behave at our magazine stands. People are very careful over what they want to take with them on board, which proves that the cruise terminals are a great way for publishers to showcase their magazines to an audience they ultimately want at newsstand.”
Background information about cruises
According to D and G Media: Cunard’s Queen Elizabeth was sold out in less than 30 minutes when it’s booking lines opened.
Cabin/Suites range from £1,489 to £16,000 for the 13-day inaugural experience.
The ship was designed for the UK market and next year there will be 22 cruises from Southampton on the Queen Elizabeth.
Next year, there will be 1.4m UK ABC1 and AB high net worth consumers travelling with the biggest names in cruising. 1 in 10 holidaymakers now take a cruise holiday.
About D and G Media
D and G Media says: “D and G Media provide a highly targeted service for publishers who want to make sure their magazine sampling reaches their core audience with no wastage as well as meeting ABC’s Monitored Free Distribution criteria. For more information, contact Damian Gevertz, Managing Director, D and G Media, 02380 682561, damian@dandgmedialtd.com”
