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Royal Caribbean Italia

Royal Caribbean is one of the world’s leading cruise lines, recognised for its innovative ships, outstanding onboard services, and exclusive itineraries across the globe. In Italy, the company operates through Executive Cruises, its official tour operator and representative for promoting and selling cruises to Italian travel agencies.

Project Objective

To strengthen Royal Caribbean’s presence and positioning in the Italian market, working in parallel on two key targets: on one side, travel agencies, through dedicated communication activities designed to drive sales; on the other, end customers, with awareness and conversion campaigns aimed at generating demand and directing it towards the agency channel.

nave da crociera Royal Caribbean Italia, cliente Marketways

Scope of work

  • Marketing Strategy

    Definition of a marketing strategy tailored to the Italian market, with an integrated push approach (towards travel agencies) and pull approach (towards end customers), designed to boost awareness, demand, and bookings.

  • Digital Communication Strategy

    Development of a multichannel digital communication strategy to cover different touchpoints, reinforce brand identity, and differentiate messages for the two target audiences (travel agencies and direct customers).

  • Social Media Management

    Strategic management of social channels with content dedicated to both trade and end customers, aimed at increasing awareness, engagement, and brand consideration.

  • Content Creation & Optimization

    Ideation and optimisation of digital content (textual and visual) for campaigns, social media, and email marketing, consistent with Royal Caribbean’s premium and international positioning.

  • Digital Advertising

    Planning and management of paid campaigns across multiple platforms (Google Ads, Meta Ads, TikTok) with objectives of awareness, engagement, and conversion, designed to stimulate both direct bookings (via the proprietary website) and indirect bookings (through agencies).

  • Marketing Automation

    Design and implementation of automated workflows for lead nurturing, customer engagement, and loyalty, with dedicated email marketing activities for travel agencies and end customers.

  • Website Design

    Design and optimisation of the crociereroyalcaribbean.it website, developed for both travel agents and direct customers, built to support the sales funnel and maximise conversions.

  • Tracking & Data Analysis

    Digital PR and online relations activities to enhance brand visibility and consolidate authority among trade media, stakeholders, and the travel agency community.

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