Royal Caribbean Cruise Line is premiering its Turn Of Year marketing campaign at the earliest ever date this year.The activity, designed to increase trade and consumer awareness of the cruise line’s brands, Royal Caribbean International and Celebrity Cruises, kick starts the peak booking season. The campaign will include broadcast and press advertising as well as direct mail activity.

Jo Rzymowska, managing director of Royal Caribbean International and Celebrity Cruises, UK and Ireland, commented, ” 2007 has been a very successful year for Royal Caribbean Cruise Line and we are looking to continue this trend throughout 2008. Driving an earlier wave period - the peak booking time for the cruise industry - is a strategic step to ensure we maximise the opportunities of 2008, our biggest ever year in terms of sales potential.

 

“The Royal Caribbean International campaign will focus on Independence of the Seas, showcasing to potential cruisers why cruising is fast becoming a sought-after holiday option. Celebrity Cruises will also be welcoming a new ship to the fleet, Celebrity Solstice, which will be the main marketing focus for this brand. As always, the Turn Of Year campaigns are supplemented by selling tips and sales support for agents so they can harness heightened consumer awareness of cruising.”

 

The Royal Caribbean International Turn Of Year campaign will include:

 

á      A £1million TV campaign launching on 1 January 2008 for six weeks, focusing on ITV1, Channel Five and satellite stations.

á      A supporting press campaign launching on 5 January 2008 with single and double page creatives featuring throughout weekend magazines.

á      An online campaign to support the offline campaigns with the launch of a Turn Of Year microsite on the Royal Caribbean International website, www.royalcaribbean.co.uk,

á      Direct mail activity with mini brochures.

á      A mailing to key agents alerting them to the Turn Of Year activity, and extensive trade press advertising.

 

The Celebrity Cruises Turn Of Year campaign will include:

 

á      The official launch of the NEW ‘Starring You’ campaign.

á      ‘Starring You’ is the campaign that was launched earlier this year in the United States and has been really successfully received by agents that have seen a sneak preview.

á      The campaign will include uploading the new US TV campaign to the www.celebritycruises.co.uk homepage, a dedicated microsite focusing on ‘Starring You’ and Celebrity Cruises’ European itineraries.

á      A mailing to key agents alerting them to the Turn Of Year activity, and extensive trade press advertising.

á      Direct mail activity to Captain’s Club, Past Guests and Enquirers

á      Celebrity Cruises’ Crown and Anchor and Departures publications to loyalty programme members with a call to action
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