Royal Caribbean signs deal with China’s Forbidden City Imperial Palace to showcase Chinese culture on Ovation of the Seas

Posted on 19 January, 2016 by Spacejunkie2

Royal Caribbean and the Chinese Imperial Palace Museum (the Palace Museum) held a joint press conference today at a signing ceremony for a Memorandum of Understanding (MOU) agreement in the Forbidden City’s Jianfu Palace.

As part of the agreement, experts from different research fields selected by the Palace Museum will be invited to give lectures of Chinese history and culture to guests on Ovation of the Seas.

The Palace Museum also will provide professional consultation of the ship’s interior décor and art program. In addition, signature pieces from the collections of the Imperial Palace Museum will be on display to promote the traditional culture and arts of China. Paintings and art pieces created by artists from the Palace Museum will be available for guests to purchase at auctions held onboard.

Ovation of the Seas, Royal Caribbean’s newest ship that debuts in April, will be the first to homeport in China immediately after its delivery and will begin service from Tianjin beginning June 2016.

The signing ceremony officially launches the “2016 – Let’s Ovation” campaign in China and marks the countdown to Ovation of the Seas’ maiden voyage in China.

“We are proud of the extensive collection of art and relics that represent the imperial treasures of the Ming and Qing Dynasties and it is our goal at The Palace Museum to showcase the traditional Chinese culture to people all over the world,” said Shan Jixian, Director of the Imperial Palace Museum. “This partnership with Royal Caribbean International and our programs on Ovation of the Seas will help to further these objectives. We are excited to promote the rich heritage of the Forbidden City and China to the guests of the world’s largest global cruise line and we hope to continue to expand on these efforts.”

Dr. Zinan Liu, President of North APAC and China, Royal Caribbean International said: “Cruising is becoming increasingly popular with Chinese travelers and Royal Caribbean’s award-winning and state-of-the-art ships with features found only on Royal Caribbean are very appealing to those consumers looking for a high quality vacation experience. Quantum of the Seas has been very well received by our Chinese guests and we are excited to now bring Ovation of the Seas to Tianjin. Sailing two of the world’s newest and most technologically advanced ships in China demonstrate our leadership and commitment to the market and this partnership with the Palace Museum showcasing China’s rich heritage will bring yet another unique element to our vacation offering.”

Ovation of the Seas will be officially launched in April 2016, when she departs Southampton for Tianjin, China on a 53-day Global Odyssey. She will begin her first homeport sailing season in China from Tianjin in June 2016. Ovation of the Seas, together with Quantum of the Seas, Mariner of the Seas, Voyager of the Seas and Legend of the Seas, will make up the largest fleet of any cruise line sailing in China.

Royal Caribbean reveals ad campaign and strap line

Posted on 2 January, 2016 by Spacejunkie2

Royal Caribbean International has unveiled a new brand positioning as part of its multi-million pound wave campaign.

The line today announced its new ad campaign, including a new TV ad which will first air on Boxing Day during Surprise Surprise.

Royal Caribbean has not had a strapline in recent years but following extensive market research and customer feedback, has introduced ‘Where Extraordinary Happens’.

The ad campaign will run on ITV, Channel 4, Channel 5 and various Sky channels. The new messaging will also feature on radio, print, digital, social and trade advertising.

Tamara Strauss, director of marketing and PR for Royal Caribbean, said four slogans were created but existing and potential customers reacted best to the one chosen.

“For most of the year people are working hard so for the couple of weeks they get for holiday it’s important they get to experience things and have fun,” Strauss said, explaining the new brand positioning.

“You get to blow the doors off being sensible when you’re on holiday and we wanted to bring that to life because extraordinary things happen on our ships. It’s all about the experiences you can have onboard and off our ship while travelling with us.”

“We want people to see this creative and think differently about what it means to have a Royal Caribbean holiday,” she added.

To support the new positioning, agents are being sent new collateral such as new point of sale displays. The line’s portal Cruising Power has also been updated to reflect the new strapline and the call centre team in Guatemala has also been trained to have a “new tone of voice to reflect the new position”.

Royal has also revealed its wave offers which will encourage customers to ‘Go All In’. The line has a buy one get one half price promotion, meaning there’s a 50% saving on a second guest; third and fourth guests get 25% savings; all inclusive drinks packages for the first and second guest; and a reduced deposit of £50 on bookings made within at least 57 days of the sailing.

The promotion is applicable on bookings made before February 29 on selected six-nights or more cruises departing between February 1 and December 31, 2016.

Empress of the Seas to sail short cruises from Miami

Posted on 30 December, 2015 by Spacejunkie2

Royal Caribbean International said the Empress of the Seas will offer short cruises out of Miami, beginning in March.

The 1,600-passenger ship, built in 1990 as the Nordic Empress, is returning to Royal Caribbean from Pullmantur as part of a fleet reduction of the Spanish cruise line. Pullmantur and Royal Caribbean are sister lines.

Royal Caribbean said the Empress will offer four- and five-night cruises to Nassau, Bahamas; Cozumel and Costa Maya, Mexico; Grand Cayman; and Key West, Fla.

The ship will stay late in the evening at many destinations, and will overnight in Cozumel on select cruises.

Royal Caribbean currently offers short cruises to the Bahamas from Miami on the Majesty of the Seas.