Royal Caribbean is developing a marketing campaign to attract younger millennials and Gen Z customers. The campaign objectives are to increase brand awareness among these groups by 80% in 4 months and increase sales by 40% in 6 months. The campaign will use influencer marketing by partnering with travel vloggers, social media marketing including TikTok ads, and guerrilla marketing such as public art installations. The goal is for younger customers to see Royal Caribbean as providing an indulgent escape from stress.

1. Royal Caribbean
IMC CAMPAIGN
Trent Noor 02.27.2022
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2. 1
Table Of Contents
IMC Campaign 1
Table of Contents 1
Executive Summary 2
Backgrounder 6
SWOT Analysis 4
Target Market 5
Marketing Campaign Objectives and Strategies 7
Creative Strategy 8
Creative Breif 9
Conclusion 13
Refrences 14

3. 2
Exectutive Summary
My audience is currently split due to the new mask policy. Royal Caribbean offered a
credit to anyone who doesn’t want to partake in the cruise lines new regulations. My belief is that
they will receive a positive from this engagements. Now there are so many spots on the cruise
line at a discount. So now it opens up the demographics to a potential younger crowd.
The demographics of Royal Caribbean are upper to middle class business professionals or
working families seeking an escape from congestion. Royal Caribbean prides itself on not being
as congested as its competitors, yet they still manage to fit all aspects of their brand on one ship.
I selected this target audience because of my market research and hands on experience with this
particular cruiser line.

4. 3
SWOTAnaylsis

5. 4
Target Market
Royal Caribbean has a target market of families as well as singles in their 30s to 50s.
They mainly attract middle-class families and median household income for singles. Royal
Caribbean markets toward a much older generation, because of their marketing, they don’t
receive many Millenial or Generation Z clientele. Their habits include indulgent spending in
unique experiences. Royal Caribbean can get away with charging extra for say a wine tasting or a
cover band concert. Those generations have their own nostalgia and it's the job of the company
to create an enjoyable and resonated experience.
The values of the customer are more traditional and conservative. The cruise line is trying
to go more tech-savvy, bolting away from its previous branding. This reaction has been quite
effective lately, especially from the COVID-19 work shortages. The customers' interests are
mainly to relax with an alcoholic beverage by the pool. These are members of the working class
and they are particular about any time they take off in general. Their personality is rather
different from person to person, but generally, they want to relax without many kids or other
distractions. Again, they do have families as customers but they aren't super young children.
The demographics of the Royal Caribbean are upper to middle-class business
professionals or working families seeking an escape from congestion. Royal Caribbean prides
itself on not being as congested as its competitors, yet they still manage to fit all aspects of their
brand on one ship. I selected this target audience because of my market research and hands-on
experience with this particular cruiser line.

6. 5
My audience is currently split due to the new mask policy. Royal Caribbean offered a
credit to anyone who doesn’t want to partake in the cruise lines’ new regulations. My belief is
that they will receive a positive from these engagements. Now there are so many spots on the
cruise line at a discount. So now it opens up the demographics to a potential younger crowd.
Customer Profile

7. 6
Marketing Campaign Objectives and Strategies
GOAL: Double the amount of customers annually
1. Increase brand awareness among young millennials and genz by 80%
in 4 months.
- Create commercials for new cruise ships and feature them on social media platforms
such as TikTok and Instagram.
- Partner with travel vloggers as they document their stay on the ship and all the
accommodations provided.
- Feature Royal Caribbean logo on billboards in progressive, seasonal areas.
- Invite a relevant music artist or band to headline nightly on the ship for cross
promotion.
2. Increase sales among young millennials and genz by 40% in 6 months.
​ - Create themed cruises with artist features.
​ - Feature new technologies as convenient alternatives to
other competitors.
​ - Partner with world renowned chefs to create a historic
menu.
​ - Post every element on social media to create press.

8. 7
Specifications
Tagline
“ Indulge the World.”
Rejected Statements:
● Royal Caribbean is relaxing and indulgent
● Royal Caribbean is loyalty and we want you to feel like royalty
● Royal Caribbean provides you the relaxation you need

9. 8
Creative Brief
What are we advertising?
Royal Caribbean is a professional cruise line that offers up to 14 day vacation packages to
indulge in.
Whom are we talking to?
We are talking to young Millennials and Gen Z.
What do they currently think?
They are currently busy with work, family, and school. They are thinking about their future and
plans that they have after college potentially.
What would we like them to think?
They are hard workers and deserve a break. They deserve a mental health vacation which is
increasingly popular with these two generations.
What is the single most persuasive idea we can convey?
The most persuasive idea you can convey is relaxation. Not as a spa retreat, but rather an oasis
away from All the stressors of the world they have to deal with on a daily basis.
Why should they believe it?
They should believe it because we will lay out particular facts along with personal reviews.
Providing facts with information backs it up immensely.
Are there any creative guidelines?
Not necessarily creative guidelines, more so time guidelines.

10. 9
Promotional Mix
Influencer Marketing:
Working with internet travel vloggers is my tactic for this media channel. Casey Neistat is
an effective example of companies reaching out for sponsorships in exchange for a rate and the
immersive experience. Since these influencers travel on their channel and are seen as real and
honest, this will be useful for Royal Caribbean to be seen as just that. We don’t want to feel
heavily accessible, we want to feel luxurious and serene. Having a narrative and transparent
video allows the viewer to be further engaged in an influencers life.
Since our company has several ports, I would ideally work with several creators featuring
different ships and experiences. This allows viewers to get as much information on the
indulgence. This can be spread out throughout time or on social media platforms to maximize
viewership. Vloggers vary in popularity but I would want to work with several vloggers with 2
million followers minimum. I know this will come as a cost but it is justified due to CPM on
vlogging videos and the monetization of the videos as well. It would cost anywhere between ten
and fifty thousand dollars per influencer. $50,000-250,000
Social Media Marketing:
With the rise of TikTok and other modern platforms, using social media to market is an effective
tool. Most of my demographic, 20-30 are spending an average of 5-8 hours on their phones per

11. 10
day according to BackLinko. They also stated that TikTok received 3 billion downloads so far
and is still growing. There is no question about effectiveness.
Now that TikTok requires 5-15 second ads upon opening up the application, it allows companies
to benefit further on creating meaningful engagements to the customer. Creating TikTok ads
behind the scenes of the ships' jobs and how important they all are will create an element of
transparency, something my target demographic appreciates. These ads will be 15-30 seconds
long and will be a series of videos publishing countless a day to strike TikToks prime ad
algorithm. As far as budgeting goes, TikTok ads differ day to day depending on media coverage
but generally are 9-15 dollars per 1,000 viewers. Strategically advertising these videos along
with posting them will create a surge of content. $66,000
Guerrilla Marketing:
When people see red, white, and blue they think of America. When you think of Halloween, you
see black and orange. When you see Royal Blue, I want you to see Royal Caribbean. Where
royalty meets the sea. Throughout the several social media and influencer campaigns, I
will implement certain logos and colors to trick the mind into indulging in our experiences. We
want to be on the mind of the consumer at the right time. People always receive vacation tike at
the beginning of the year. Why not advertise at that time when people have the time.
I plan to place public works of art by local artists representing Royal Caribbean in places
where people might want to escape. These are busy areas like New York or cold areas of the
midwest and Chicago. People want to escape and Royal Caribbean will provide them with that

12. 11
luxurious experience. These art pieces will go in various parks and heavily populated areas
where tourism is very prevalent. $200,000-500,000
Creative Piece

13. 12
Conclusion
In conclusion, Royal Caribbean could benefit highly from newer and more
modern demographic to match their everchabging pieces of technology they
involve on their ships. To strengthen their weaknesses I anticipate a
multistep process for employees to have a break or someone to talk to. They
have very limiyted quartes on the boat and that is something they should be
more transparent about. I think featuring these quarters, new ones, and
employees on social media, the buzz will increase immensely.
This is a company founded on trust and loyalty and I hope they stick
with it, weather they take my suggestions to further elevate their business or
not, I still haa a really fun time working on this project all month long and I
hope to one day go about the Royal Caribbean Cruise Line.

14. 13
Refrences
How Royal Caribbean personalized the customer experience. CIO. Retrieved February
13, 2022, from
https://www.cio.com/article/251103/how-royal-caribbean-personalized-the-custom
er-exper ience.html
Royal Caribbean Company Profile: Royal Caribbean Press Center. Royal Caribbean
Press Center RSS. (n.d.). Retrieved February 13, 2022, from
https://www.royalcaribbeanpresscenter.com/press-kit/54/royal-caribbean-company
-profile/
Royal Caribbean Press Center. Royal Caribbean Press Center RSS. (n.d.). Retrieved
February 14, 2022, from https://www.royalcaribbeanpresscenter.com/
TikTok user statistics (2022). (2020, November 4). Backlinko.
https://backlinko.com/tiktok-users
Neistat, C. (2014, May 28). How to travel the world and get companies to pay for
Medium.https://medium.com/@CaseyNeistat/how-to-travel-the-world-and-get-com
panies-to-pay-for- it-25aac0bdfd35

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Hayes, A. (2021, May 19). Guerrilla Marketing. Investopedia.
https://www.investopedia.com/terms/g/guerrilla-marketing.asp
Gotter, A. (2021, December 8). How to advertise on TikTok: A guide to using TikTok ads
in 2022. AdEspresso. https://adespresso.com/blog/tiktok-advertising/
Geyser, W. (2016, November 27). How much do YouTubers make? - [A YouTuber’s
earnings calculator]. Influencer Marketing Hub.
https://influencermarketinghub.com/how-much-do-youtubers-make/

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