At the recent Latam Summit, Royal Caribbean's Manager Global Marketing & Communications, Rebecca Barba, was a speaker on the panel “Panregional marketing approaches”. Royal Caribbean's prominent role in Latin American tourism has made them an important panregional advertiser.
During the panel's discussion, Barba took the audience through a Royal Caribbean marketing campaign that they ran last May and June called “Integrated Pan Regional Campaign-Grandeur of the Seas”. The Spanish advertising campaign was based on the theme “¿Sabias que existe un mundo donde tu familia puede ahorrar?” (“Did you know that there is a place where your family can save?”).
This promotion for Grandeur of the Seas promoted a sale offer to buy a cruise package with Royal Caribbean. The advertising campaign was comprised of
- Television
- Print Ads in Spanish
- E-mail marketing to Crown & Anchor members
- Online Advertising
Barba spoke about how Royal Caribbean was looking at media to partner with and how it was critical that the media properties generate its own high quality content. Barba also made the distinction that a balance between local and panregional advertising is very important.
