Royal Caribbean Spotlights New Ads, New Initiatives at Conference
PHOTO: Christening of the new Anthem of the Seas.
Royal Caribbean International is launching new TV commercials with music from "We Will Rock You," the Queen musical now playing on its new Anthem of the Seas cruise ship.
"It's kind of hip and edgy, and appeals both to Baby Boomers and Gen X-ers, and even millennials are attracted to it," Vicki Freed, senior vice president of sales, said at a press conference at cruise3sixty, the conference sponsored by Cruise Lines International Association for travel agents.
Freed also said the line was working on a new inclusive amenity program for guests who book suites, expanding beyond the exclusive restaurant, Coastal Kitchen, offered on several ships.
"We really want to make it a wow," Freed said. "The announcement should come this fall to roll out in 2016."
"It will include private areas just for suite guests and a more inclusive vacation experience," she said, declining to reveal more at this time.
But she noted that Royal Caribbean ships have many more suites than people might realize.
"We have more suites on our ships than any one all-suite ship has," she said. "People would not normally think of Royal Caribbean as being top-heavy with suites, but Oasis and Allure of the Seas have 260 suites in six categories."
Freed also announced a new bonus commission promotion during Travel Agent Appreciation Week. From April 22 to May 1, the company is giving two extra points of commission to every travel agent who books any Caribbean or Bahamas cruise that departs Sept. 1 through Dec. 31.
"We are always thinking about travel agents and what we can do for them," Freed said.
The company also has launched a new military discount program that offers up to 15 percent off fares on Anthem of the Seas cruises departing November 2015 through April 2016 from Cape Liberty Cruise Port in Bayonne, N.J. The discount is combinable with other promotions. Similar discounts are available for firefighters and police officers during May's Travel Agent Appreciation Month, she said.
Finally, the "Rock Your View" promotion offers free upgrades from ocean-view to balcony cabins and 50 percent off deposit on Anthem of the Seas departures between Nov. 10, 2015, and April 18, 2016, when booked by May 31.
Here's a look at the Queen-infused commercial mentioned above:
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