Royal Caribbean International, a global cruise brand with 21 ships, moved two vessels from seasonal to year-round sails creating incremental inventory they needed to book.

Objective

Create top-of-mind awareness as a vacation solution and drive bookings in 7 key markets including New York, Boston, and Houston.

Strategy

• Localize the campaign for relevancy by reaching in-market consumers in Royal Caribbean’s key markets under the “halo” of trusted local media brands
• Use TV and the Web together for reach, depth and consumer engagement
• Immerse consumers in the Royal Caribbean experience while generating direct response and qualified leads

Solution

• TV: IB-produced station/Royal Caribbean co-branded TV spots that ran during morning, afternoon, evening, and late-night day parts during shows such as Good Morning America, Today, Dr. Phil, Conan O-Brien, and local news.
• Sponsorship: “PhotoVote”– a weekly contest where visitors send, view, and vote on photos on vacation-oriented topics such as “Most Adventurous Vacation”
• On-site ads: Standard display, rich media, and contextual content modules throughout IB sites in Royal Caribbean’s key markets
• Microsite: IB-produced custom microsite on the local media site which included Royal Caribbean content, video, and sweepstakes entry to win a cruise

Results

• 23,000+ sweepstakes entrants with a 65% opt-in rate for more info on Royal Caribbean
• Nearly 600 vacation photo submissions
• 100% share-of-voice among PhotoVote’s 884,000 total

Get Started Today
Learn more about our comprehensive Advertising and Web Publishing Solutions.  Contact a Digital Sales Consultant today for your free Needs Analysis.