Arnold Sells Vacation Adventures

Beginning next month, vacationers will be able to book passage on a Royal Caribbean ship on a revamped Web site that is one more element in the $70-80 million marketing program by Arnold Communications to build the brand and attract new passengers.
In addition to introducing the largest ship on water, Voyager of the Sea, Royal Caribbean of Miami will later this year christen two comparable vessels, the Explorer and Adventurer, said Arnold executive vice president Pam Hamlin.
Creative executions feature photographs of destinations striving to appeal to adventure-oriented travelers. Following TV ads that began airing in January, a second wave of double-page spreads in nontravel magazines such as Sports Illustrated, Fortune, People and Vanity Fair broke in April issues. Newspaper ads bow next month. Arnold is also developing a customer loyalty program for frequent travelers.
One of the three ads in the “Explore the World” series shows an interior shot of a cave in the Yucatan. A headline on a ticket stub in the lower right corner reads, “Is it possible that the most breathtaking spot in the Caribbean is never touched by sunlight?” Royal Caribbean’s logo with the tag, “Like no vacation on earth,” is the smallest element on the page.
Arnold handles all media planning and print and Internet buying. The Media Edge in New York buys broadcast. Arnold won the creative part of the account in September. K