1. Natasha Allden
K. SaadetGurpinar
Alexandra Schulz
Maria Jose Serres
EleniTsaftaridi
Christina Tsiripidou
MANG6288
DIGITAL MARKETING COMMUNICATIONS
2 December 2010

2. Our Itinerary

3. ROYAL CARIBBEAN CRUISES Ltd.

4. ROYAL CARIBBEAN INTERNATIONAL
Operating 23 ships across the world
6 different ship classes
Flag ship: Oasis of the Seas, the biggest and largest cruise vessel in the world
Target Market: families

5. SEARCH visibility - SEO

6. SEARCH visibility - SEO
Royal Caribbean
Page 1 + Paid Ads
Cruise
Caribbean Cruise
Page 4
Page 4 + Paid Ads
Direct Search Maximisation
AFFILIATES
KEYWORD OPTIMISATION
W3C
LINKS
CLICK THROUGH
INDIRECT Search MAXIMISATION including competitive positioning
KEYWORD & DOMAIN
CONTENT & AFFILIATIONS

7. SOCIAL NETWORKING PResence

8.

• Attractive and consistent design
• 9. Very dynamic, with videos and applications
• 10. Promotional Communication
• 11. Effective use of online for PR

Websites

12. Blogs
CEO and Chairman blogs regularly updated
They inform about new services, ships and experiences
Chairmans has a more corporate way of writing
CEOs is more customer directed
Many people comment on the CEOs blog

13. Twitter and Facebook

• They share information about news and deals
• 14. They encourage passengers to share their opinions and experiences on board and shore side
• 15. Royal Caribbean Staff interacts at least twice per day
• 16. They delete many customers comments but we recommend not to do this