Royal Caribbean International has unveiled plans to promote its brand on TV in the new year as part of a multi-million pound advertising campaign.
It will be the third time in just over a year that the cruise line has advertised its brand on TV – it advertised on TV in January and September this year.
Royal Caribbean Cruise Line managing director UK & Ireland Jo Rzymowska said: “We have never had so many bursts [on TV] over the period of a year. We know for a fact the TV campaign pushes people through travel agents’ doors.”
The Royal Caribbean brand will also be promoted online and in newspapers at the start of next year during the peak sales period, while agents will receive second edition brochures in December.
RCCL’s other brands Celebrity and Azamara will be promoted separately. Rzymowska added: “With Celebrity we have more work to do. We are putting together a plan to make sure that we put Celebrity well and truly on the map with a press, online and trade campaign.”
Celebrity Cruises‘ campaign will also launch on January 1 with its new ‘Starring you’ campaign. The campaign will include uploading the new US TV campaign to www.celebritycruises.co.uk , direct mail, a dedicated microsite focusing on ‘Starring You’ and Celebrity Cruises’ European itineraries.
Top performing agents will also be sent a sales presenter guide to the new campaign, including selling tips and information on where to find more sales tools.
Meanwhile, Royal Caribbean has revealed it could add a social networking element to its website. Rzymowska said: “It’s something we’re working on. We already trawl through all the sites to get reaction and feedback to our brand because word of mouth is so critical for a cruise holiday. Social networking sites are paramount to this.”
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