Royal Caribbean kicks off major sales push

Saturday, 08 Jun, 2009 0

Royal Caribbean International is pumping £1 million into a summer multi-media campaign to support new brochures.

TV and press advertising is being incorporated and all travel agent point of sale material is being overhauled.

The push backing the 2010-11 worldwide brochure will be complemented by an updated 2010 Europe and Mediterranean brochure, and the line’s first winter sun brochure dedicated to the deployment of Independence of the Seas year-round from Southampton.

The ‘Nation of Why Not’ campaign encourages passengers to try something different to their day-to-day life, or that they would associate with a land-based holiday.

UK and Ireland agents will receive updated point-of-sale materials as well as a brochure launch gift set and sales support material available to download to their desktops from a USB pen.

Agents will also have a revamped sales and marketing toolkit and prize draw incentives for new bookings.

Jo Rzymowska, associate vice president and general manager UK and Ireland, said: “Continuing to invest in growing awareness of cruising despite tougher trading times is a priority for Royal Caribbean International.

“Kicking off our 2010-2011 worldwide brochure and on-sale season with the largest ever marketing investment for this time of year highlights just how focused we are on driving sales and supporting our agent partners.

“We are confident that the new ‘Nation of Why Not’ campaign will ignite new interest, refresh our brand and continue to boost awareness of Royal Caribbean International as the most innovative and surprise-packed holiday option available.”

Rzymowska added: “Selling the year-round cruises from Independence of the Seas will be a major push for Royal Caribbean International.

“2010 and 2011 will be the first time we have offered such a huge selection of cruises so highly targeted at the UK and Ireland market and there are more agent selling tools than ever before to reflect this.”

The 2010-11 worldwide brochure covers almost 300 destinations with an early booking discount of up to £400 for sales made by July 31.

Also on offer is an additional £150 per person, per sailing including free car parking at Southampton for Independence of the Seas departures, and regional air fares to Southampton from £70 per person.

The full 2010-11 year round cruises from Southampton on Independence of the Seas features cruises along the Italian Riviera, visits to islands in the Sorrentine Peninsula, and ports of call in the Balearic Islands

Cruises from the new homeport of Malaga with Spanish Mediterranean sailings on Adventure of the Seas are also featured.

The world’s largest cruise ships, Oasis of the Seas and Allure of the Seas, both feature in the new 2010-2011 worldwide brochure with Caribbean fly-cruises.

by Phil Davies

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Phil Davies

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