Royal Caribbean targets UK, Ireland

Royal Caribbean Cruise Line is launching biggest ever `Turn of Year Marketing’ campaign targeting the UK and Ireland.
In a concerted effort to boost awareness, 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 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. The spent includes £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.

Robin Shaw, managing director for UK and Ireland 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.’

A detailed trade marketing campaign has been devised as well.

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.


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.