Royal Caribbean: Caribbean

e|ou mkt de relacionamento

Entry Information

Country where program ran: Brazil
Program start date: 05/15/12
Program end date: 07/15/12
Advertiser/Client Name: Royal Caribbean
Product/Service Description: Royal Caribbean is one of the world's biggest ocean cruise companies.
Category: Travel & Hospitality/Transportation (THT)

Strategy

Business problem

The cruise industry is the fastest-growing travel sector in the world, but not very substantial in South America.

Target audience: Consumer

Size of target audience: 50,000-999,999

Campaign objectives

Increase sales of cruises to the Caribbean for the 2012/2013 season (40 or more cabins) by means of direct marketing (testing digital SEM and Social Media actions as a backup). Audience: Royal Caribbean clients and prospects.