XM Asia Pacific – A JWT Company

Brief
Royal Caribbean International’s (RCI) expansion into Asia Pacific is an integral part of its international business development and growth strategy. With RCI’s Rhapsody of the Seas, the largest ship plying the region here along with the sister ship – Legend of the Seas sailing roundtrips from Singapore, RCI need strategic capabilities and digital expertise to reach out to holiday-makers and encourage holiday makers around the region to explore cruising as a leisure travel vacation option.

The Idea
The challenge was to change Asian perception of cruising as “a mode of transportation”, “gambling haven”, “old people’s activity”, and all things unappealing. Hence, we’ve created an APAC brand site that integrates the distinctiveness of RCI's brand and offerings, shifting product marketing to experiential marketing, making every design and copy element in the website sensorial weapons to help create what we theme as the RCI Experience.

The site navigation is built to reflect RCI's moment of truth; WOW them with the RCI Experience, SEDUCE them with our vast & unique destinations, then ROMANCE them with world class service. The design principle reflects the mood that you will experience as if you are on board a RCI ship.

The Campaign Performance
The website received encouraging feedback from global brand team and regional trade agents. Also, it has drove 30% of potential targets to the RCI travel at NATAS fair in 2008. There are plans to build on with more interactive features, shopping and booking functions, as well as customer relationship strategy as Asia markets continue to mature.

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RCI - Experience

Royal Caribbean International

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