Through leveraging the “The Obstacle is the Way” philosophy, we created “Power-Up Points” which rewarded Loyalty members with points despite not being able to do what they loved most – cruising, during the Covid lockdown!

Result: Maintained engagement with the brand with tens of thousands of Loyalty members during Covid

Process: We needed a cost-effective but engaging way to keep Loyalty members rewarded for their continued loyalty to our brand during the most difficult of times. We were handcuffed by internal processes that meant we only rewarded points when someone cruised. With IT we developed a process for circumventing the point award process, creating a new currency that rewarded members based on off-cruise activities. These actions included answering a questionnaire, participating in quizzes, and attending seminars on great new products.