2013 IMC Campaign By: Alecia Savas, Aracely Odell, and Shelley Mitchell

Agency Philosophy Creativity in all things is the heart of excellence Results-oriented advertising, public relations, and overall marketing support Over twenty years of experience Together we prioritize our client’s interests

Company Snapshot/Product Review Royal Caribbean Second largest cruise operator, operating with 40 ships and 6 brands 3 major: RCI, Celebrity and Pullmantur Cruise itineraries reach over 400 destinations Started in 1969 and has grown to a $4 billion company In 2011 EPS grew 40% 4.9 million guests chose Royal Caribbean Allure of the Seas World’s largest ship Holds 6,300 passengers Tied for #1 ranking for most entertaining cruise lines Offers 25 different dining options, live shows including high-production shows A typical 7-day Western Caribbean cruise will cost around $849 a person.

Competition Carnival Freedom Caribbean Princess Carnival targets the young audience Known as the “Fun Ships” Their positioning is to “first-time” cruisers Currently commercials are comparing last years horrific vacation with their current cruise Carnival also utilizes print ads Caribbean Princess Known for intimate atmosphere Mature audience-median age is 54 Their positioning is focused on those who have cruised before Not currently running television ads, focusing more on repeat guests Running a contest/giveaway promotion

Buyer Analysis Median Age 48 Upper/Upper Middle Class Florida Residents Adventurous Safety Oriented

Objectives and Strategies Increase awareness among vacationers by 10% that Royal Caribbean International Allure of the Seas has the highest consumer satisfaction ratings of all major cruises, in a 3-month period Increase vacation trips of Allure of the Seas among vacationers by 5%, in a 3-month period Create the understanding among 7% of target audience that Allure of the Seas cruise line allows for greater relaxation, safety, and overall cruise experience Strategies Place print advertisements in the travel section of newspapers, state- and nationwide Advertising: Television, Radio, Print, Social Media Advertisements Direct Mailing of Postcards to Past and Current Customers Photo Contests Charitable Events and Donations

Advertisement Recommendations Television Commercial-display pictures of what the cruise ship has to offer Radio Advertisement-15 second commercial to air on a daily basis Print Advertisement-placed in travel section of newspapers Social Media-Facebook page featuring photo contests, promotions, pictures, and more…

Sales Promotion Recommendations Large Groups Photo Contests Special Events

Direct Marketing Recommendations Utilize for existing and past customers Create an urge for customers to want to cruise on Allure of the Seas create awareness of Allure of the Seas amenities, events, promotions, discounts, loyalty program, etc. continue building a relationship with existing and past customers Increase customer loyalty and repeat “cruisers

Public Relations Recommendations Objective: Increase RCI’s Allure of the Seas charity involvement within the community Create awareness of these charitable acts Magazines and RCI’s website Use press releases to put charity involvement in the public eye Recommended charity event: get involved with the Make-A-Wish Foundation Grant 2 children’s wishes of a Caribbean cruise vacation with family. Put onto RCI’s website, travel industry and charity involved website

Campaign Flowchart All Year Events Television Commercial and Radio Ad Milestone Celebration Each Month (January through December) Pamphlet delivered each month Charity event scheduled each month January - April Beginning of January (10th)big group incentive ends March - Photo Contest Winner is Drawn May - August August - Photo Contest Winner is Drawn September - December big group incentive begins September 1st and continues through December December - Photo Contest Winner Drawn

Budget Television Ads 117,600,000 Radio Ad 1,872,000 Print Ad 84,000 Social Media Free Direct Marketing 144,000 Sales Promotions 9,100 Total 119,709,100

Conclusion Target market upper-middle class, 25-65 years old Campaign Theme: “Your Kind of Paradise” In order to increase customer awareness and loyalty by 10% in a 3-month period we will use the following campaign: Television, Radio, Print and Social Media Advertisements Photo Contests, Large Group Promotions Direct mailing of postcards Increase charity involvement and create public awareness about the charitable events Total Budget: 119,709,100 for the entire one-year campaign