1. 2013 IMC Campaign
By: Alecia Savas, Aracely Odell, and Shelley Mitchell

2. 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

3. 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.

4. 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

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

6. 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

7. 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…

8. Sales Promotion Recommendations
Large Groups Photo Contests Special Events

9. 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

10. 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

11. 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

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

13. 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