1. Natasha Allden
K. SaadetGurpinar
Alexandra Schulz
Maria Jose Serres
EleniTsaftaridi
Christina Tsiripidou
MANG6288
DIGITAL MARKETING COMMUNICATIONS
2 December 2010
2. Our Itinerary
3. ROYAL CARIBBEAN CRUISES Ltd.
4. ROYAL CARIBBEAN INTERNATIONAL
Operating 23 ships across the world
6 different ship classes
Flag ship: Oasis of the Seas, the biggest and largest cruise vessel
in the world
Target Market: families
5. SEARCH visibility - SEO
6. SEARCH visibility - SEO
Royal Caribbean
Page 1 + Paid Ads
Cruise
Caribbean Cruise
Page 4
Page 4 + Paid Ads
Direct Search Maximisation
AFFILIATES
KEYWORD OPTIMISATION
W3C
LINKS
CLICK THROUGH
INDIRECT Search MAXIMISATION including competitive
positioning
KEYWORD & DOMAIN
CONTENT & AFFILIATIONS
7. SOCIAL NETWORKING PResence
8.
Attractive and consistent design
9. Very dynamic, with videos and applications
10. Promotional Communication
11. Effective use of online for PR
Websites
12. Blogs
CEO and Chairman blogs regularly updated
They inform about new services, ships and experiences
Chairmans has a more corporate way of writing
CEOs is more customer directed
Many people comment on the CEOs blog
13. Twitter and Facebook
They share information about news and deals
14. They encourage passengers to share their opinions and
experiences on board and shore side
15. Royal Caribbean Staff interacts at least twice per day
16. They delete many customers comments but we recommend not to
do this