Royal Caribbean invests £2m in Independence of the Seas ads – 07 Sep 2007

Royal Caribbean International has embarked on a £2 million advertising campaign in a bid to secure bookings for its latest ship Independence of the Seas.

Newly promoted Royal Caribbean International and Celebrity Cruises UK and Ireland managing director Jo Rzymowska said it was the company’s biggest autumn campaign. She added it was the first time it had launched a £1 million national TV advert at this time of year.

She said: “It will be a high impact campaign – the ad will focus on Royal Caribbean’s ‘Way More Than a Cruise’ slogan and 10 seconds will be dedicated to Independence of the Seas.

“We will do a campaign in January or February, but the time to book for next year really is now.”

Rzymowska said the company is also on track to sell 65% of Independence of the Seas by the end of the year and that sales for the fleet for 2008 were up 30%.

Royal Caribbean’s trade and consumer campaign will include six week television adverts, press advertising, sales kit for agents and specific direct mail to families directing them back to the agent.

Celebrity Cruises will also have its own specific advertising and guides for agents in preparation for its new ship for autumn 2008, Celebrity Solstice.

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