Royal Caribbean Cruise Line is launching a £1million autumn marketing campaign spanning both trade and consumer media. Aimed at raising awareness and driving sales for both the Royal Caribbean International and Celebrity Cruises brands, the campaign breaks at the end of August as business moves into the last quarter of the year.
Double page spread adverts appearing today (25th August 2006) in key national travel trade titles and single page adverts in the regional trade titles, kicked off the campaign using a visually impactful creative based on the new Royal Caribbean International consumer proposition ‘Create your own Adventure’. Designed to encourage agents to interact with the ad and therefore secure a connection to the brand, the ads are packed full of fun and interactive elements to excite and enthuse agents on the brand.
Claire Bateman, Trade Marketing and Promotions Manager for Royal Caribbean International and Celebrity Cruises says:
“It’s been a fantastic year to date with sales figures for Navigator of the Seas currently showing as up 29% year on year and we couldn’t have gotten to this point without the support and enthusiasm of our trade partners. This autumn campaign is to ensure we keep the momentum as we go into the last part of the year. We believe the incentives on offer will really help agents get behind the different product offerings we have and with 95% of our business coming in via the trade, we are delighted to be able to give something back to them and reward them for their hard work.”
A ‘spot the difference’ competition gives agents the chance to win exclusive Royal Caribbean International gifts. A fantastic sales incentive has been introduced whereby for every booking made on Navigator of the Seas for a duration of seven or more nights, agents will automatically be entered into a competition to win one of five European weekend breaks per week for the next 6 weeks. Plus the early booking offer of £200 off per stateroom has been extended to the 30th September and is valid on bookings of 7, 10, 11 and 14 nights on board Navigator of the Seas.
In addition a specially designed Royal Caribbean International sales presenter has been created highlighting elements of the consumer campaign and also detailing key sailings and itineraries, which agents can focus on in their day-to-day business in turn increasing their sales figures. Hard copies will be sent out to all multiples and a CD-Rom version - as requested - to all independents from Tuesday 29th August and throughout the course of that week.
A separate version for Celebrity Cruises will follow shortly after with some also being sent via special ‘butler delivery’ and in an exclusive Celebrity leather wallet to a select number of top performers.
Further information detailing hot selling tips, agent offers and highlighting exciting new offerings such as new itineraries and shore excursions are being communicated via the next edition of Royal Caribbean International’s ‘Onboard’ - a newsletter exclusively for Royal Caribbean Cruise Line’s trade partners - from 1st September and via e-shot on 7th September ensuring everyone receives all information which can be used it to their advantage.
Furthermore point of sale materials including postcards and flyers will be at the disposal of agents to help them with communications to their customers.
Consumer press advertising campaign for both brands will feature in across national press and national press supplements with a mix of press ads and advertorials. Further advertising will feature in consumer magazines, Hello, Red and Waitrose Food Illustrated.