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Business Communication Services (BCS)

111 S. Wacker Drive
Chicago, IL 60606-4301
P: 1.888.831.9500

Travel & Entertainment

PROBLEM:
This organization, the second largest cruise ship operator in the world, entertains over 3 million guests per year across 21 ships. For over 10 years, RR Donnelley was a leading supplier for their printed materials.

Upon receiving a paid booking, each guest received a mailing containing all of the information needed for their cruise, including airline tickets, marketing brochures to promote cross selling of shore excursions, and detailed itinerary information. Over 10,000 customer cruise document packets were produced through an in-house printing, inserting and mailing operation daily. The overall appearance of the cruise booklet was functional, but did not convey the appropriate image the customer desired. The customer also wanted to expand operations to meet production demands, and create a Web-based presence for itself.

SOLUTION:
RR Donnelley Business Communication Services (BCS) created an integrated solution for the customer, a key aspect of which was digital printing that used a combination of rich text formats and graphic images.

The print production process is initiated when the customer transmits daily records of booked cruises. The cruise reservation data is transmitted directly from the customer's corporate reservation system as flat data records. When the BCS production facility receives the data, it is processed through their Dynamic Page Composition system to create print files that convert simple, text based data records into rich, graphic intense booklets that contain passenger specific information. Pre-printed high-color shells are processed through the DocuTech printer to create an attractive and prestigious booklet while maintaining cost effectiveness. Sophisticated scanning and inserting systems are used to verify accuracy. Color bag tags are then imaged on the DocuTech using BCS-supplied label stock for each Passenger Ticket Booklet. More than 6,000 personalized and customized cruise booklets are produced and shipped by BCS every day. As a final step, electronic versions of the Passenger Ticket Booklet are generated for delivery through the Web.

For guests who prefer to receive their documents via the Internet, BCS developed a custom process that automatically sends an e-mail to the guest announcing that his or her cruise documents are ready. Included is a web address that can simply be clicked to take the guest right to the cruise documents. Certain pages are print-enabled to allow the guest to have a hard copy of ticketing and itinerary information.

Customer benefits include the following:

All required documents are quickly and accurately generated for delivery within a short time period after final booking.
100% accuracy and completeness of information
Cruise documents are also available in electronic format for Web-based delivery
Cost-effective
More prestigious image conveyed through new document design

RETURN ON INVESTMENT:
By creating an integrated solution that combines BCS' Digital Asset Management Systems with Dynamic Page Composition Services and Intelligent Inserting, BCS enables the customer to deliver cruise documents with essential information while maximizing their prestigious image.

Since the program's inception we have instituted the following cost-saving enhancements:

Group, sort and mail by travel agent address eliminated 3,000 mailings per week, saving hundreds of thousands of dollars. Previous mailings for single reservations consisted of each individual booking going in its own envelope and mailing separately. After identifying many packages mailing to the same address each day, BCS developed and presented a cost-saving proposal that included gathering of "same ship-to-address documents" to mail in a single package.
UPS zones 2 & 3 shipping program. Passengers whose sail date is within 14 days received their documents via UPS Next Day Air or UPS Second Day Air. Many of these were being sent from our distribution facility within UPS zones 2 & 3 - which would guarantee one and two day delivery via UPS Ground. BCS' program analyzed the zip codes, identifying packages within these zones scheduled ship via UPS air. These packages now arrive on time via UPS Ground - saving costly airfreight charges.
Paperless embarkation digital PCI form. Prior to boarding, passengers were required to fill out a 3-part Passenger Clearance Information (PCI) form that contained important information (i.e. - emergency contact names, phone numbers). Completion and gathering of this form caused delays at embarkation. BCS and the customer created a digital PCI form for all passengers that complete this information on line prior to receiving their documents. Each booklet now contains a single page displaying all pertinent information. The embarkation process now runs smoother; costs are lower due to elimination of the 3-part form; and there is a more professional image for "e-savvy" passengers.
Digital shore excursions. The cruise line offers their passengers shore excursions that are a revenue producer. Annually, they preprinted booklets listing all available tours and activities. Problems associated with these preprinted booklets include obsolescence as tours changed, expense of printing, high postage costs due to weight, and excursions not even available for the passenger's itinerary. BCS developed a more cost-effective and passenger-friendly approach. We now receive itinerary-specific shore excursions from the customer's database and print those pages within our current cruise document booklet. Only the excursions available to the passenger's cruise are printed, saving the cruise line nearly � of a million dollars, and providing a better product for the passengers.
Revised format for passenger ticket booklet. Revisions include larger booklet and page size, new styling, font size and leading - all which maximized digital copy per page, reducing page count for cost savings.

BCS was this customer's clear choice - based on our innovative solution, superior technological infrastructure, and proven experience in developing large, systems-based solutions for our clients. Our continuing operational enhancements reflect our commitment to providing a state-of-the-art product and solution. BCS makes client contacts more profitable using precision, speed and impact.

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