Post on 15-Jan-2015
description
Noble BlueAdvertising Agency
Jeremy Bridges Account ManagerAngelica Gerde Strategic ManagerSarah McGaffey Media PlannerAmy Dong Media PlannerJulianne Shapiro Art DirectorPaul Courtney Copywriter
Target MarketBaby Boomers (Ages 40-
60)
Generation X (Ages 30-40)
Women
Problem/OpportunitiesThe brand is not
effectively communicating to its target market
Target market does not differentiate Royal Caribbean from other cruise lines
Communication Objectives
Brand awareness
Strengthen brand positioning
Message Strategy
Royal Caribbean equals high class treatment.
The slogan/themeline “The Royal Experience”
Creative “Big Idea”Present images of
traditional royalty and luxury and with specific activities on Royal Caribbean’s cruise ships
Red carpet symbol
Use Jimmy Buffett’s “One Particular Harbor”
Media Execution Timeline
Print ads
TV Commercials
Internet ads
Radio commercials
Print ads
TV Commercials
Internet ads
Mall posters
Print ads
TV Commercials
Internet ads
Billboards
Sales promotions in malls
Direct mail
Print ads
TV Commercials
Internet ads
Direct mail
Print Ad Placement: Magazines
Utilize magazines near ports and metropolitan areas on the West/East Coast such as:
San Jose MagazineBay Area ParentSouth Florida ParentingNational magazines such as:Good Housekeeping (Hearst Digital Media)Town and Country Travel (Hearst Digital
Media)TimeNewsweek
Print Ad Placement: Newspapers
Preprinted inserts with higher quality of color
National Newspapers:
• USA Today
• New York Times
Large Metropolitan Areas Near Ports:
• San Jose Mercury News
• Los Angeles Times
Print Advertisements
Print Advertisements
Print Advertisements
Print Advertisements
Television Commercials
National commercials
Primetime 8PM to 11PM on ABC, CBS, NBC
Mainly aired during sweeps month (February) because it has the highest viewer ratings
Television Commercials
Television Commercials
Internet Advertisements
Target cruise reviews sites such as:
• Cruise Addicts
Accompanying newspaper websites to support print ads:
• New York Times
• USA Today
Placement on high volume search engines
RadioRadio enables us to select the appropriate
demographic for our target market
The target market primarily listens to easy listening and classic rock stations
Radio personalities to endorse brand
Commercials during morning and evening rush hours due to commuting
Out-Of-Home Advertising
Creatable tables are beautifully designed custom tables that hold ads neatly inside.
Out-Of-Home Advertising
Located in major mall corporations around the coasts
40% of mall shoppers visit the food court, and spend an average of 30 minutes sitting at a table
Out-of-Home Advertising
Sales promotions in a mall kiosk Obtain mailing information when giving away
ticketsBuild databaseCoupon books with upgradesGive away drink tickets and dinner tickets during
a raffle
Coupon Booklet
Out-of-Home Advertising
• Display advertising near mall directories
• Billboards in coastal cities near ports, interstates, and airports
• Visibility in billboards will reinforce brand awareness
Out-of-Home Advertising
Billboards in coastal cities near ports, interstates, and airports
Visibility in billboards will reinforce brand awareness
Direct MailBrand loyaltyCasino bottleSales
promotion inside to
inspire customer retention
Noble Blue…We’re Right For You…
Please indulge yourselves in chocolate coins and listen to Jimmy Buffett’s
“One Particular Harbour.”