Arnold Breaks Second Wave of Yearlong Effort for Cruise Line
BOSTON--Beginning next month, vacationers will be able to book passage on a Royal Caribbean liner on a revamped Web site that is one more element in the estimated $70-80 million marketing program by Arnold Communications to build the brand and attract new cruisers.
In addition to introducing the largest ship on water, Voyager of the Sea, Royal Caribbean will later this year bow two comparably sized and outfitted ships called the Explorer and the Adventurer, said Arnold executive vice president Pam Hamlin. The introduction of the Voyager increased Royal Caribbean's capacity 15-20 percent. The two new ships will increase capacity an additional 40 percent.
"It's imperative that we grow the category," Hamlin said.
To that end, creative executions feature photographs of destinations striving to appeal to the adventure-oriented traveler. Following TV ads that began airing in January, a second wave of double-page spreads in non-travel magazines such as Sports Illustrated, Fortune, People and Vanity Fair broke in April issues. Newspaper ads break next month. Arnold is also developing a customer loyalty program for frequent travelers.
One of the three executions in the "Explore the World" campaign, all photographed by Clint Clemens, features a shot inside caves 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?" The Royal Caribbean logo with the tag, "Like no vacation on earth," is the smallest element on the page, tucked under body copy that describes the photograph.
"We're tapping into that audience of people who are trading material goods for experience. ... It's a mind-set, really, that can be applicable to someone age 25 or 75," said Hamlin. Arnold handles all media planning and print and Internet buying for the client. The Media Edge in New York handles broadcast buying.
Arnold won the creative portion of Royal Caribbean in September. K