Royal Caribbean Launches Europe Campaign!
Ray Goldenberg
I received this press release from Royal Caribbean and thought it
would be of interest. If you have missed any of my news' postings,
they are available on my web site.
Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
Royal Caribbean International Launches Europe-Focused Integrated
Marketing Campaign
Multifaceted Effort Reinforces Company's Leadership in European Cruise
Vacations
MIAMI
Royal Caribbean International today launched an integrated marketing
effort to support its expanded cruise vacation offerings in Europe in
2003 and reinforce the company's leadership in the region. The
campaign illustrates the advantages of exploring Europe on a Royal
Caribbean cruise vacation by showcasing both onshore and onboard
experiences.
Royal Caribbean will have three ships in Europe for the 2003 season,
offering a series of Mediterranean, British Isles and
Scandinavia/Russia itineraries, as well as new cruise-tour vacations
that pair cruises with fully-escorted land tours of some of the most
beautiful and historic areas of France, England and Spain. In
addition, the company is offering a special, family-friendly tour of
England with stops in London, Alnwick and York, tracing the steps of
Harry Potter® -- from the hit movie "Harry Potter and the Sorcerer's
Stone(TM)."
The new campaign kicks off this month with a series of print
advertisements that humorously connect onshore and onboard experiences
available to Royal Caribbean guests by depicting well-known sites in
Europe along with paper stubs from ship activities. One execution
pairs a photo of the Sistine Chapel's famed ceiling with an
appointment card for a neck massage in the ship's spa. Another matches
the sculpted backside of a Michelangelo statue in the Louvre with a
reminder to attend spinning class in the ship's fitness center.
The print advertisements were designed to complement and extend the
reach of the company's award-winning "Get out there" television
commercials, which currently focus on the line's Alaska and Caribbean
products.
"We feel that many Americans are interested in going back to Europe
next year. The new campaign targets consumers who are considering a
trip to Europe and may not have discovered the option of a Royal
Caribbean cruise, an exciting and convenient alternative to a typical
European excursion," said Dan Hanrahan, senior vice president,
Marketing and Sales, for Royal Caribbean International. "We continue
to focus on explorers, people who are interested in trying different
types of activities in different locations, but also appreciate the
ease of essentially having their hotel travel with them throughout
their trip so they can experience more on their vacation."
"Throughout the campaign, we featured images of Europe that would
resonate with people and which they might not associate with
cruising," said Jay Williams, managing partner and group creative
director at Arnold Worldwide. "Including components of onboard
activities within the ads captures the complete experience of a Royal
Caribbean cruise. In many ways, Royal Caribbean's ships are
destinations unto themselves, and paired with the rich sights of
Europe, they offer an unparalleled vacation experience."
The print campaign will appear in travel and lifestyle publications
starting in November, including National Geographic Traveler, Conde
Nast Traveler, Travel & Leisure, Food & Wine, T&L Golf, The New
Yorker, and O, the Oprah Magazine.
Beyond the print ads, the new campaign also includes consumer outreach
through direct mail, Royal Caribbean's Crown & Anchor loyalty program
newsletter and public relations efforts. Guests cruising with Royal
Caribbean this winter will be able to learn more about the European
itineraries through an in-stateroom video. In addition, interactive
aspects of the Europe campaign will appear on Royal Caribbean's web
site starting in November.
For the trade, Royal Caribbean is conducting a travel agent
sweepstakes in which agents can win a variety of prizes, including a
12-night Mediterranean cruise-tour; a 12-night Mediterranean/Greek
Isles or Scandinavia/Russia cruise; a seven-night Mediterranean
cruise; or a $200 MasterCard® web certificate. Trade ads, retail
posters, a video and email communications will further reinforce Royal
Caribbean's European offerings with agents.
Royal Caribbean International is a global cruise brand currently with
15 ships in service and four more under construction or on firm order.
The company also offers unique land tour packages in Alaska, Canada
and Europe through its cruise-tour division. For additional
information about the cruise line, please contact your travel
professional.
Arnold Worldwide, a highly creative agency focused on strong business
results for its clients is the United States agency of Arnold
Worldwide Partners, and owned by Paris based Havas (Nasdaq: HAVS;
Euronext Paris: HAV.PA). The $2.1 billion agency network has four full
service offices throughout the United States including its Boston
headquarters, New York City, Washington D.C. and St. Louis. Named one
of the three most creative agencies in the world by Creativity
Magazine, the agency has been awarded the Grand Prix at the
International Festival in Cannes, as well as the top prize at the
International Andy Awards. In addition, Arnold is a two-time winner of
the prestigious Grand Kelly, and has received numerous Clios, EFFIEs,
Obies and One Show awards.
Mason Barge
wrote:
Thanks for the article, Ray. It looks like everyone and his brother is piling
ships into Europe -- the farsighted ones had ships in Europe LAST summer, when
cruises got scarce and ships filled. Does anyone know how much additional
capacity RCI is putting in Europe this year? I'm pretty sure it is at least one
ship = another 1,200+ double cabins per week.
Well, it's good for us. I'm headed over there in a few months and would love
to see some prices plunge :-)
RCI seems like a poor choice for Europe, to me. Or vice versa. I think people
are going to want an emphasis on culture and cabins for Europe (although the
cabins on Brilliance, Grandeur and Splendor are all decent size, perhaps this is
not a big consideration). Personally, for instance, I might consider RCI for
a Caribbean or Alaska cruise (and would certainly do so, happily, if I were
traveling with younger family members), but I wouldn't consider them for Europe.
I think they will get hurt going up against HAL, Celebrity and Princess (not to
mention the European lines), since competition for vacations to the ports that
can take these huge ships is going to get fierce. The American market for
Barcelona, Livorno, and Villefranche, e.g., is going to be oversaturated. And
think about yet another 75,000+ ton ship off Santorini -- it's going to turn
into St. Thomas.
--
"If this is coffee, please bring me some tea. If this is tea, please bring me some coffee."
- Abraham Lincoln
Charles
<masonbar...@aol.com> wrote:
> I think they will get hurt going up against HAL, Celebrity and Princess
Well---they are not really going up agianst Celebrity.......
--
Charles