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Article: #2m New Year spend on the cards for Royal Caribbean.(Royal Caribbean Cruises Ltd)
- Article from:
- Marketing Week
- Article date:
- December 6, 2007
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Royal Caribbean Cruises is launching a #2m ad campaign, which it claims is its biggest New Year spend to date. It will include "personalised websites" as part of a targeted effort to attract new holidaymakers.
The campaign, which has been created by Positive Thinking, will include TV and print as well as direct marketing that will be tailored to customers' profiles, and individual websites will be created for holidaymakers. Visitors to the website will also be able to print personalised brochures.
Head of marketing in the UK Kate Cleaver says that the campaign will focus on the company's new ship, Independence of the Seas, which will be launched ...