Royal Caribbean Stages In-home Cruise Parties
Cruise line Royal Caribbean International and the Cruise Planners affiliate of American Express Travel Services gave more than 14,000 veteran cruise consumers a taste of shipboard travel at home earlier this month with a live-event campaign planned and executed by House Party, the experiential marketing agency.
The “Get Away from the Everyday” campaign, targeted to past ocean cruisers recruited 1,000 Royal Caribbean customers to host “Cruisitude” parties in their homes for friends they would like to persuade to take a cruise of their own this season. The parties, all timed for Saturday, August 8, 2009, were planned and followed up through the House Party Royal Caribbean microsite.
Applicants in the House Party network who were selected to host parties could download suggested cruise menus for their parties along with recipes for shipboard cocktails, signs, games, a karaoke version of “I’ve Got a new Cruisitude”, and even a PR kit with suggestions on how to draw the attention of local media to a “Cruisitude’ house party.
Both hosts and guests received exclusive gifts, offers and discounts for booking cruises through Cruise Planners within a set booking window and for sailings that took place before March 31, 2010. Both groups were also invited to visit a Cruise Planners Web site and make one entry into a contest to receive a free 7-day Royal Caribbean cruise from Cruise Planners. Participants could earn additional sweepstakes entries as former Royal Caribbean customers, as members of the line’s Crown and Anchor loyalty club, by appearing in a karaoke performance recorded and uploaded by their party host, or by uploading a photo to the microsite demonstrating their concept of “Cruisitude” before August 31.
Party hosts could earn additional sweepstakes entries by getting 10 or more guests to fill out an attendee registration form provided in their party packets, by uploading a “best decorations” entry photo or a “most creative” group photo to the microsite, or for uploading at least one karaoke video performance before the end of the month. Hosts could also get five additional entries to the sweepstakes by submitting a completed party attendee registration form by a shorter deadline of August 15.
The random drawing for the cruise sweepstakes prize will take place on Sept. 8.
“We wanted and found consumers who were willing to share their enthusiasm and love of cruising with the family and friends,” Cruise Planners/ American Express CEO and co-founder Michelle Fee said in a release. “The hosts and guests shared their passions for travel and learned more about all the fun and activities that Cruise Planners and Royal Caribbean International have to offer.”
“In-home parties are an excellent opportunity for Cruise Planners to connect with their brand advocates as well as future cruiser,” said House Party CEO Kitty Kolding.
