"Get Out There" Wins!
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 Receives Top Marketing Award
Alaska 'Get Out There' Campaign Wins 2003 Silver EFFIE
MIAMI, July 17
Royal Caribbean International has received the New York American
Marketing Association's Silver EFFIE Award for its Alaska "Get Out
There" advertising and marketing campaign. The EFFIE -- considered a
top honor in the marketing industry -- signifies a campaign's creative
excellence and effectiveness in meeting business objectives. In 2002,
Royal Caribbean received the Gold EFFIE for its "Get Out There"
campaign, making this the second consecutive year the company has been
honored with the prestigious award.
"We're honored to receive recognition for this dynamic campaign that
has proven successful even beyond our original objectives," said Dan
Hanrahan, senior vice president, Marketing and Sales, for Royal
Caribbean International. "The campaign has helped us significantly
increase brand awareness. And more importantly, it has helped us show
Americans what the Royal Caribbean experience is all about and get
them excited about the adventures they can have on a Royal Caribbean
cruise."
The Alaska "Get Out There" campaign, created by Arnold Worldwide, is
an extension of the original "Get Out There" initiative launched in
2000 to reposition the brand, dispel consumer misperceptions of
cruising, and generate increased demand for Royal Caribbean.
The campaign's TV spot opens with two men clinging to the edge of a
glacier, with one urging the other to, "Go on, leave me." A female
voice interrupts them saying, "If you two don't cut it out, I'm going
to be late for my massage." The camera pans up to reveal a Royal
Caribbean ship in the background and cuts to fast-paced action-shots
of the vacationers climbing the ship's rock wall, glacier trekking,
dog sledding and exploring Alaska's interior by train car.
The commercial ends with a voice-over tag: "Somewhere between the
glacier hiking, the dog sledding, the train tours and the rock wall,
it hits you. This is way more than a cruise. See for yourself at
royalcaribbean.com and get out there."
Royal Caribbean and Arnold Worldwide designed the campaign to appeal
to consumers the company has identified as "Explorers" -- active and
adventurous people of all ages and backgrounds who want to do, learn
and experience more on vacation. The integrated effort utilizes a
variety of mediums, including print, television, the Internet, and the
company's Crown & Anchor loyalty program.
Nearly 300 of the country's top advertising and marketing executives
reviewed the campaigns submitted for EFFIE award consideration. EFFIE
entries increased by 25 percent this year, making 2003 one of the
toughest competitions ever. Winning campaigns incorporate all aspects
of a successful marketing program -- planning, market research, media,
creative and account management -- and demonstrate a partnership
between agency and client in creation, management and building of a
brand.
Royal Caribbean International is a global cruise brand currently with
16 ships in service and three more under construction. For additional
information about the cruise line, please contact your travel
professional.