Royal Caribbean Tops In Marketing


Royal Caribbean came in first among domestic cruise lines in the use of advanced marketing, according to a report by Market 21.

Royal Caribbean's Celebrity Cruises came in second among the large cruise lines, and Azamara, another Royal Caribbean line, tied for first among the luxury lines with Seabourn. Royal Caribbean won on overall strength of performance.

Other lines were leaders in specific areas, but Royal Caribbean posted a strong across-the-board performance, according to Austin, Texas-based Market 21. However, they will have to remain on guard to keep up with competitors moving ahead with innovations including Norwegian, Crystal and Disney.

The 85-page “Cruise Line Marketing Review” measured 12 domestic lines against 18 criteria to determine how well they were performing using the current technologies, and how well they are prepared to move up to the newer technologies as they develop.

The report shows the strengths and weaknesses of the individual lines and the opportunities that are possible for both the individual lines and the industry as a whole. Reaching out to the customer in the manner in which they expect/desire to be addressed is important for current customers and to expand the customer base.

Meanwhile, Royal Caribbean International is launching a new UK campaign “The Sea is Calling - Answer it with Royal Caribbean” with a major travel trade exclusive. Blippar smartphone technology will allow agents to see the TV spot, which breaks Sept. 8, and other video content ahead of everyone else.

The campaign also features interactive games, branded merchandise and incentives to get trade partners excited about the cruise line. This is the first of its kind for the travel trade and uses an innovative new technology that reinforces the cruise line’s history of staying one step ahead of the cruise industry.

The campaign also includes radio, trade, national newspapers, cinema, magazines and online. It focuses on the range of activities and experiences available within a Royal Caribbean International cruise holiday.

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