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3D ads form new plank in Royal Caribbean promotional campaign
Saturday, 14 Dec, 2009
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Children will be able to cruise from less than £80 in a Royal Caribbean International ‘wave’ campaign to attract family bookings.
A child discount offer from as little as £79 is being offered on selected sailings.
Agents plus a guest have an opportunity to win a place on the launch event of the second Oasis Class ship Allure of the Seas in Fort Lauderdale in December next year.
3D consumer advertising will run between January-April 2010 in Pearl and Dean cinemas and will coincide with foyer TV and point of sales displays.
The 3D advertising will be introduced in cinemas showing James Cameron’s latest release, ‘Avatar’, the first full feature film in 3D.
Advertising in the trade press has also been placed and will be seen until the end of January.
A choice of strategic consumer offers on bookings made until February 28 include:
- For the first time, a child discount offer for children to sail from as little as £79.00 on selected sailings
- Savings of up to £400 per cabin booking
- Up to $200 per stateroom onboard credit to spend as the customer wishes on board including casino, spa treatment and shopping
The trade promotional campaign will be supported by consumer advertising on TV, national newspapers, direct mail, online and in cinemas for the first time.
The wave season campaign includes:
- 50 prizes per week highlighting the seven distinct neighbourhoods on board the new Oasis Class of ships, from January to end of February on all automated bookings
- All bookings made between January and February via automation will be entered into the competition to win a place for themselves and a guest to join the 2010 inaugural celebrations for Allure of the Seas in Fort Lauderdale
- Mailing to agents including an quick reference ‘flip’ guide and desktop calendar
- Trade press advertising
- Online campaign including e-shots through CruisingPower
Associate vice-president Jo Rzymowska said “Royal Caribbean International continues to receive great support from our travel partners.
“This year we have announced the return of Independence of the Seas to Southampton, and because of the demand she will be home-ported from the city all year round.
“Add to this the launch of the phenomenal Oasis of the Seas this year, and the expected arrival of sister ship, Allure of the Seas in late 2010, we will certainly be looking to continue the great trade partnerships and trend in attracting new-to cruise throughout 2010.
“We are confident that our consumer and trade incentives will help drive sales during the key early peak booking months.”
by Phil Davies
Phil Davies
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