POSTCARDS by J. Walter Thompson New York for Royal Caribbean

POSTCARDS

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Industry Ferries & Cruises, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Director Xander Strohm, Damian Drake
Executive Creative Director Kash Sree, Paul Bichler
Creative Director Acd Bill Courtney
Producer Greg Tharp, Andrea Curtin, Kristen Bernhard
Editor Will Zndaric
Released July 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ROYAL CARIBBEAN
Product/Service: CRUISE LINER
Agency: JWT
Date of First Appearance: Jul 14 2009 12:00AM
Entrant Company: JWT, New York, USA
Chief Creative Officer: Ty Montague (JWT North America)
Chief Creative Officer: Harvey Marco (JWT New York)
Executive Creative Director: Paul Bichler (JWT New York)
Creative Director: Bill Courtney (JWT New York)
Creative Director/Art Director: Izzy Levine (JWT New York)
Creative Director/Copywriter: Nathan Goodson (JWT New York)
Producer: Greg Tharp (JWT New York)
Producer: Kristen Bernhard (JWT New York)
Producer: Andrea Curtin (JWT New York)
Assistant Producer: Alex Duncan (JWT New York)
Global Business Director: Nicolas Baddour (JWT New York)
Business Director: Michael Stoopack (JWT New York)
Director: Xander Strohm
Director: Damian Drake
Editor: Will Zndaric
Media placement: TV Commercials - ABC, NBC, FOX - 14 July 2009
Media placement: Viral Spots - Nationofwhynot.com, Facebook, Youtube.com - 14 July 2009
Results and Effectiveness
The results were immediate and dramatic. Phone calls to Royal Caribbean increased by 27%. Traffic to their website jumped 24%. Click-through on e-mail was 175% above average. Our Facebook fan page garnered 5,000 new fans during launch week alone. And sales increased by 4.2% week on week—and by almost 7% versus the prior year, which is more impressive, given the relative state of the economy, year on year. More than that, people liked the brand better— brand metrics such as brand awareness, image measurements and likelihood of cruising withRoyal Caribbean rose to the highest levels ever measured.
Creative Execution
We wanted the campaign to generate a real appetite for vacation. By showing our audience people just like themselves having a wonderful time on Royal Caribbean’s cruises— virtually live—while they are at home, overworked tired and stressed, we made them realise that there’s no reason to postpone, and inspired them to book a trip right now. We created a large number of “live” ads on Royal’s ships using real cruisers, targeting many different audience segments and destinations.
Insights, Strategy & the Idea
Royal Caribbean, like many travel brands, was hard hit by the recession. Our audience thought a vacation was a risky proposition during uncertain times. Even people who could afford to go on vacation were paralysed by uncertainty, opting to stay home and wait out the downturn. We needed a new approach to entice people out of hibernation mode.