Royal Caribbean Cruise Line has announced its largest ever Turn of Year Marketing Campaign as it continues to invest heavily into the UK and Ireland markets. As the company moves into what will be its biggest and most exciting year to date, the multi million pound campaign - encompassing both trade and consumer activities - will introduce the many new benefits Royal Caribbean Cruise Line has to offer the UK.
In a concerted effort to build awareness and put some focus on the ‘unsung hero’ of the company, the cruise line is - for the first time ever - running TV for its Celebrity Cruises brand along with a press campaign, online and DM demonstrating its largest ever investment into the brand.
The Royal Caribbean International brand launches a £2m above the line campaign encompassing TV, national press, DM, email, web, experiential and trade promotions, starting on 1st January 2007 and aiming to target new first time cruisers over the key booking period in January. The exciting and somewhat unusual press campaign creative - entitled ‘Disruption’ - depicts active 30’somethings experiencing an array of exciting and exhilarating activities right in the middle of St Marks Square, Venice. Relating to the onboard and shore offering of the brand, people are rather unusually seen rock climbing, ice skating, going on a jeep safari and even carrying surfboard!
Commenting on the campaign, Robin Shaw UK and Ireland Managing Director said, ‘2007 is going to be an extremely exciting year with our largest ever European deployment of ships across both Royal Caribbean International and Celebrity Cruises and especially with the arrival of Navigator of the Seas to homeport from Southampton from April. We are proud to be able to invest significantly into this turn of year campaign and it is testament to the potential and importance our headquarters in Miami is placing on this buoyant and expanding market.’
To ensure that agents everywhere are fully aware of the product offerings, a comprehensive and detailed trade marketing campaign has been devised.
Royal Caribbean Cruise Line is conducting a ‘Mystery Shopper’ campaign, an initiative which has not been adopted by the company for a considerable amount of time. Throughout January and February 2007, 800 calls and visits covering both high street retail and call centres will be made testing agents on their knowledge. If an agent recommends either Royal Caribbean International or Celebrity Cruises as a holiday option, they will instantly win a bathrobe for the respective brand. Plus as a winner they will be entered into a free prize draw to win 1 of 50 places on the Liberty of the Seas inaugural events taking place in April 2007 or a 10 night med cruise on board Century for them and one partner.
Specially designed trade packs have been created and will roll out to agents from mid December to ensure that they are fully up-to-date with everything on offer and are ready and raring to go for the busy Wave 2007 period from January.
Demonstrating the additional investment into the brand, the Celebrity Cruises ‘trade box’ will contain the following
- an introductory letter
- a sales presenter aimed to aid in product knowledge and help agents in their day to day job
- the 2nd edition brochure to ensure agents are fully up to date with all itineraries and current pricing
- a fantastic Celebrity Cruises DVD to give agents and in turn their customers a little taste of what can be experienced on board
- a beautifully designed Celebrity Cruises wall calendar which is functional and practical to help plan the year and will serve as a constant reminder as it is used on a daily basis
Very similar trade packs are also being created for the Royal Caribbean International brand, however will include a brand NEW and impactful DVD to serve as an informative and invaluable tool for agents in their everyday business. Point of Sale for both brands will also be available.