Royal Caribbean International is an important panregional advertiser. Rebecca Barba, Manager Global Marketing & Communications, Royal Caribbean Cruise, participated in the panel “Panregional marketing approaches” at our recent Latam Summit. During the panel Barba described an advertising campaign that Royal Caribbean International did last May and June, which she called “Integrated Pan Regional Campaign-Grandeur of the Seas”. The Spanish-language campaign evolved around the theme “¿Sabias que existe un mundo donde tu familia puede ahorrar?” (“Did you know that there is a place where your family can save?”).
The campaign promoted a limited time savings offer to buy Royal Caribbean International packages and had the following components:
- Print Ads in Spanish around the theme “¿Sabias que existe un mundo donde tu familia puede ahorrar?”
- E-mail marketing to Crown & Anchor members. Crown & Anchor is Royal Caribbean’s Loyalty Cruise Program.
- Online Advertising (promoting “Grandeur of the Seas with 160×600 pixel , 300×250 , 729×90 images”).
Both the email campaign and online advertising promoted the Grandeur Limited Time offer page Vanity
The campaign also was supported through Royal Caribbean social media properties at Facebook and Twitter.
Barba explained that when looking at media to partner with, it is crucial that the media properties produces its own high quality content. Regarding the mix of local versus panregional advertising, Barba noted that balance between both is very important.
Barba also pointed out that when looking for an agency partner, she wants to see the qualities as exemplified in “three P’s”: Passion, Partnership and Pulse”. (Article on Royal Caribbean’s CMO Betsy O’Rourke explaining a Royal Caribbean International campaign in 2010).