CASE STUDY: Hulsbosch forges Australia as cruise line's top territory

Background

Royal Caribbean International engaged Hulsbosch to promote and launch its 2012/13 cruise season. First-quarter campaigns typically kick-start the industry, offering discounts to shift last-minute stock and secure early bookings for upcoming seasons. 

Competitors P&O Cruises and Princess Cruises hold more than 60 per cent of the market share. New mass-market cruise brand Carnival Cruise Lines was introduced in late 2012. 

Aim

Hulsbosch was tasked with developing a broader communications strategy covering multiple platforms to maximise reach.

The campaign had to communicate the breadth of the cruise line's brand offer as a real alternative to mass-market competitors, driving its USP of 'superiority'. This included highlighting the cruise line's superior 'hardware' in the ships and the premium level of service synonymous with the brand.

It was to be a seasonal marketing initiative to drive sales but also had to work on long-term strategic goals of brand differentiation, customer retention and trial. 

Execution

The first quarter '2012 Premiership Campaign' launched in January with print advertising in local and national newspapers, online advertising, brochures, electronic direct mail, trade communications, online newsletters, ad banners, social media, display advertising and promotions. (View a gallery of images)

All brand communications carried the much loved 'waiter device' created by Hulsbosch in 2009 to launch the brand. The creative was marked with bold headlines across the campaign, including ‘Craftsmanship’, ‘Leadership’, ‘Championship’, ‘Showmanship’, ‘Premiership' and 'Spaceship', with the latter promoting the arrival and sheer size of Australia’s first mega-liner in November 2012.

The press campaign for the Australian and New Zealand markets used a combination of clever copy, double-page colour newspaper advertising using impressive images of the ship and cutaways to show physical details of the interior. Single branded, four-page flyers were also distributed to travel agents detailing the early bird offers.

Results

Year-on-year bookings volume and revenue increased by 92 per cent compared with 2011. The growth was particularly strong in February and March when bookings tend to slow down following the January peak.

Royal Caribbean International booked 10,000 guests over its track forecast in the first quarter of 2012.

Call centre volume increased by 33 per cent in the first quarter of 2012, compared to the same period in 2011.

Website traffic in January 2012 was the highest ever recorded.

Online bookings doubled in the first quarter of 2012, compared to the same period in 2011.

The e-newsletters sent to existing customers achieved an open rate average of 45 per cent, compared to the industry average of 20 per cent since reporting started in September 2011 to January 2012.

The Cruise line's CEO, Gavin Smith, recorded this testimonial interview: