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Celebrity to get TV push for first time
Celebrity Cruises is to be advertised on TV in the UK for the first time as part of a new year promotional campaign by Royal Caribbean Cruise Line.
The premium brand will also be featured in press advertising, online and direct marketing in an effort to raise awareness.
A £2 million Royal Caribbean International promotion targeting first time cruisers starts on January 1 covering TV, national press, DM, email, web, experiential and trade promotions.
The push is being supported in January and February 2007 with a mystery shopper campaign to 800 agents and call centres. Agents recommending either line will win a bathrobe and be entered into a prize draw to win one of 50 places on the Liberty of the Seas inaugural events taking place in April or a 10-night Mediterranean cruise on Century.
Special trade packs are being distributed to agents this month to ensure they are fully up-to-date with everything on offer and are ready and prepared for the peak ‘Wave’ selling period from January.
UK and Ireland managing director Robin Shaw said: “2007 is going to be an extremely exciting year with our largest ever European deployment of ships across both Royal Caribbean International and Celebrity Cruises and especially with the arrival of Navigator of the Seas to homeport from Southampton from April.
“We are proud to be able to invest significantly into this turn of year campaign and it is testament to the potential and importance our headquarters in Miami is placing on this buoyant and expanding market.”
Report by Phil Davies
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