MIAMI: Royal Caribbean International received the New York American Marketing Association's Silver EFFIE Award a few days ago for its Alaska Get Out There advertising and marketing campaign .
The EFFIE --considered a top honour in the marketing industry -- signifies a campaign's creative excellence and effectiveness in meeting business objectives. Last year, Royal Caribbean received the Gold EFFIE for its Get Out There campaign.
Royal Caribbean International senior VP marketing and sales Dan Hanrahan has been quoted in an official release saying: "We are honoured to receive recognition for this dynamic campaign that has proven successful even beyond our original objectives. The campaign has helped us significantly increase brand awareness. And more importantly, it has helped us show Americans what the Royal Caribbean experience is all about; and get them excited about the adventures they can have on a Royal Caribbean cruise."
The Alaska Get Out There campaign, created by Arnold Worldwide, is an extension of the original Get Out There initiative launched three years ago. The aim was to reposition the brand; dispel consumer misperceptions of cruising; and generate increased demand for Royal Caribbean.
The campaign's TV spot opens with two men clinging to the edge of a glacier, with one urging the other to: "Go on, leave me." A female voice interrupts them saying: "If you two don't cut it out, I'm going to be late for my massage." The camera pans up to reveal a Royal Caribbean ship in the background and cuts to fast-paced action-shots of the vacationers climbing the ship's rock wall, glacier trekking, dog sledding and exploring Alaska's interior by train car.
The commercial ends with a voice-over tag: "Somewhere between the glacier hiking, the dog sledding, the train tours and the rock wall, it hits you. This is way more than a cruise. See for yourself at royalcaribbean.com and get out there."
Royal Caribbean and Arnold Worldwide designed the campaign to appeal to consumers the company has identified as "Explorers" -- active and adventurous people of all ages and backgrounds who want to do, learn and experience more on vacation. The integrated effort utilises a variety of media including print, television, the Internet and the company's Crown & Anchor loyalty programme.
Nearly 300 of the US' top advertising and marketing executives reviewed the campaigns submitted for EFFIE award consideration. EFFIE entries increased by 25 per cent this year, making 2003 one of the toughest competitions ever.
Winning campaigns incorporate all aspects of a successful marketing programme -- planning, market research, media, creative and account management -- and demonstrate a partnership between agency and client in creation, management and building of a brand.
