Royal Caribbean have scooped a first class award at the 2003 Odyssey Awards organised by the Travel Industry Association of America (TIA). Other award winners include Greater Pittsburgh Convention & Visitors Bureau; Missouri Division of Tourism and the Arabian Nights Dinner Attraction.
“The winning entries reflect the rich diversity and depth of innovative and effective programs now being carried out by our industry,” commented William S. Norman, president and CEO of the Travel Industry Association of America. “The businesses and organisations both inside and outside of the U.S. travel and tourism industry can all learn from what the winners have done and are doing.”
The Odyssey Awards recognise excellence and exceptional achievements in travel promotion and public and community service activities. From cultural heritage promotion to tourism awareness, advertising, the environment, and training, TIA’s members have recorded some exceptional accomplishments in the past year.
“Everyone in the travel industry can be proud of the level of excellence so evident in these winning programs,” remarked Randy Fluharty, chair of the TIA Odyssey Awards judging committee and senior vice president, marketing, sales & business planning for The Biltmore Company. “We can also be thankful that, in entering the Odyssey Awards competition, they are sharing with us what they have done to make the U.S. travel and tourism industry a better industry - an industry that contributes so much to our nation, its people and its economic health.”
Odyssey Award recipients, will be formally honored at TIA’s Annual Awards Banquet, which takes place Tuesday, October 21, during the TIA Marketing Outlook Forum in Austin, Texas.
Travel Marketing (Domestic): Royal Caribbean International
Royal Caribbean wanted to differentiate itself from the pack by changing the perception of what activities could be enjoyed while taking a cruise and also increase bookings on its Alaska itineraries. Through research they found that by focusing on an “explorer” mindset, not a demographic, they could reach several groups that enjoyed active, more adventurous holidays.
With that in mind they designed a comprehensive multi-media marketing program that included web marketing, an online interactive game and video of the Alaska “Lust for Life” commercial, brochures, direct mail to past cruisers and loyalty club members, advertising, product placement and trade relationships. As a result, Royal Caribbean saw substantial increases in web traffic, email distribution growth, brand awareness and brand preference.
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