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.”