Royal Caribbean International is launching its new brand campaign ‘The Sea is Calling - Answer it with Royal Caribbean’ with a major travel trade exclusive. Blippar, the innovative smart phone technology, will allow agents to see the TV advert and other video content ahead of everyone else.
The new campaign also features a host of interactive games, state-of-the-art technologies, branded merchandise and lucrative incentives to get trade partners excited about the cruise line. The autumn campaign which starts 1 September 2012 also includes an exclusive 24 hour preview of the new TV advert for agents ahead of the TV launch on Saturday 8 September. This is the first of its kind for the travel trade and uses an innovative new technology that reinforces the cruise line’s history of staying one step ahead of the cruise industry.
The £2.5 million campaign featuring advertising across TV and radio, trade, national newspapers, cinema, magazines and online, celebrates the huge range of activities and experiences available within a Royal Caribbean International cruise holiday. Featuring upbeat music and dancers bringing to life the on-board facilities and service, the TV advert showcases the different pace – from sunbathing to surfing - that can be enjoyed on a Royal Caribbean International cruise.
In addition to free balcony upgrades from an oceanview stateroom, agents will also have the added option of offering extras to guests such as free car parking, coach transfer or free regional flights on selected UK departures.
The new advert, which is at the forefront of the new campaign, will be available to agents before it appears on TV via the free Blippar smartphone application that employs augmented reality technology to play multimedia content. The video content from Royal Caribbean International can be viewed when users point their smartphones at branded t-shirts, dedicated lenticular promotional mailing and travel trade press advertising.
Sales team members will wear ‘The Sea is Calling – Answer it with Royal Caribbean’ t-shirts that will activate the videos via the Blippar application so that agents can get an exclusive first look at the advert which has been designed to bring the campaign to life and to showcase all of the amazing experiences available on a Royal Caribbean International holiday. The sales team will also be armed with tablet devices to demonstrate to agents the exclusive Blippar videos and links to other useful materials. Plus, the video content will also showcase a special welcome to the campaign from Royal Caribbean International’s associate vice president and general manager Jo Rzymowska.
To support selling and encourage agents to get excited about the new campaign, Royal Caribbean International’s sales managers will also be paying visits to agents around the UK with an interactive card game to showcase the incredible changes that have been made as part of Royal Caribbean International’s extensive ship investment programme. The $300 million revitalisation project is mid-way through implementation and facilities and guest experiences are being enhanced to add new venues such as bars and restaurants popular on the new Oasis of Seas and Allure of the Seas.
Based on the popular TV game show Play Your Cards Right, the ‘Flow Your Cards Right’ game will allow agents to learn about the various additions and highlights of the enhanced ships so that they can easily show customers how ships they might have sailed on have changed as a result of the fleet-wide refurbishment.
Royal Caribbean International is also supporting the new campaign with a dedicated agent incentive. Agents simply need to book and confirm a 2012 or 2013 cruise that is part of the autumn campaign between now and 31 October 2012 to be entered into a daily prize draw to win £200 ‘experience day’ vouchers which can be used on activities as diverse as rock climbing, spa packages or cookery classes – the same activities that guests enjoy on a Royal Caribbean International holiday.
As part of the campaign agents are receiving marketing materials to aid their sales and promotion of Royal Caribbean International including branded point of sale, bunting, balloons, mousepads, pens, and playing cards. An innovative feature on the consumer-facing website www.royalcaribbean.co.uk will allow agents to also show their clients how to plan their on-board experiences based on how active or relaxing they want to be.
Jo Rzymowska, associate vice president and general manager, UK and Ireland, Royal Caribbean International and Celebrity Cruises, commented:
“Having fun with our agent partners is always one of the highlights of any Royal Caribbean International campaign and we cannot wait to get on the road and showcase our new TV advert via the innovative Blippar technology. We’re proud that Royal Caribbean International offers a perfect holiday choice, whatever the levels of activity any guest is looking for, and our marketing campaign is designed to show off this incredible scope. Agents will be able to see these experiences coming to life via their smartphones, and of course, enjoy great incentives when they make bookings.”
Royal Caribbean International’s new brand campaign also features a number of great fares including:
· A seven-night Western Caribbean fly/cruise onboard Navigator of the Seas from just £1,299 per person in January 2013 includes a free upgrade from an oceanview to a balcony stateroom
· A 12-night Scandinavia and Russia cruise onboard Brilliance of the Seas departing directly from Harwich from just £1,249 per person in May 2013 includes a free upgrade from an oceanview to a balcony stateroom and free regional flights, coach transfers or free car parking
· A 12-night Mediterranean cruise on Adventure of the Seas departing directly from Southampton from just £1,199 per person in July 2013 includes a free upgrade from an oceanview to a balcony stateroom and free regional flights, coach transfers or free car parking
· A seven-night Dubai fly/cruise on board the newly revitalised Serenade of the Seas from just £1,049 per person in March 2013 includes a free upgrade from an oceanview to a balcony stateroom