Royal Caribbean Cruise Line is launching a TV advertising campaign for its Celebrity Cruises brand for the peak January booking period.
The Celebrity Cruises TV campaign is part of the company’s biggest ever marketing campaign for both the trade and consumers.
It includes a press campaign, online and direct marketing, and represents the largest ever investment in the brand, the company said.
Starting on January 1 2007, Royal Caribbean International launches a £2 million above the line campaign encompassing TV, national press, direct marketing, email, web, experiential and trade promotions, to target new first time cruisers.
UK and Ireland managing director Robin Shaw said: “Next year 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 from April.”
To ensure travel agents are fully aware of the product, a detailed trade marketing campaign has been devised.
The company has also pledged to make 800 phone calls and visits to high street shops and call centres to test agents’ product knowledge during January and February.
If an agent recommends either Royal Caribbean International or Celebrity Cruises as a holiday option, he or she will instantly win a bathrobe for the respective brand. Winners will also be entered into a free prize draw to win one of 50 places on the Liberty of the Seas inaugural event in April 2007 or to go on a 10-night Mediterranean cruise on board Century with a partner.
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