Line Unveils New Brand Campaign Boasting First Ever TV Commercials, New Website and #LoveTravel
MIAMI, March 9, 2015 – Azamara, the up-market boutique line delivering a premium product at sea with unparalleld experiences on land, debuted its new brand campaign amidst the industry’s popular WAVE booking season. Set to original music, the multi-million dollar campaign introduces the line’s first ever TV commercials while also being integrated into all consumer touch points from print ads, social media and digital platforms to website, direct mail, eMarketing and brochures. The new campaign, “The Voyage For Those Who Love Travel,” appropriately focuses almost entirely outside the ships as Azamara affords its guests longer stays, more overnights and night touring while in the world’s most intriguing ports of call. A new hash tag, #LoveTravel, has been introduced to support the campaign across platforms to further ignite the community’s social media discussions.
Embed video here, http://youtu.be/kHf4OMbGsD0
The largest ad spend to date for the line in support of future growth, Azamara tapped big (big idea group Inc.) to bring its vision to life. Spots can be seen on CNN’s “Anthony Bourdain, Parts Unknown” and CBS Sunday Morning in highly targeted markets including New York, Los Angeles, San Francisco, Dallas, Houston, Miami, Tampa, West Palm Beach and Boston. The national print schedule includes AFAR, Departures, Virtuoso Life and Virtuoso Traveler. Visit YouTube to watch all of Azamara’s new video ads at https://www.youtube.com/user/AzamaraVoyages
“Over the last few years, we have invested in and refined our Azamara Shore Excursions programs to ensure our guests are experiencing something truly unique when it comes to destination immersion. That’s not just a marketing term. It’s what has been resonating with our guests and ultimately has moved our business needle,” says Larry Pimentel, President and CEO of Azamara. “We deliver on our promise to provide our guests with authentic, local, and in most cases exclusive, experiences in each country and port of call we visit, allowing them to return home feeling enriched, educated and enlightened. As these programs have taken off and matured, we felt it was the right time to launch this new campaign. It will ring true for those who know us and is the right time to pique curiosity and excitement for those discovering us for the first time.”
“Simply put, it’s a cruise that is about discovering lands,” said Seth Werner, creative director at big (big idea group Inc.) “After taking our voyage, we knew we needed to bring consumers along for the journey; take them on a worldwide vacation. Using a combination of original music paired with footage shot in a variety of styles - hyper lapse, time lapse, slow motion and some footage shot with drones - we mixed together the Azamara story that visually enhanced the copy. It’s not your typical cruise line look or feel, but then again, Azmara is not your typical cruise!”
Join the Conversation #LoveTravel
With more travelers using digital platforms to research and discuss travel, Azamara’s new campaign has a strong presence across its social media channels (Facebook, Twitter, Google+, Pinterest, Instagram) as well as website and online advertising using a dedicated hash tag – #LoveTravel. To further capture the attention of Azamara's core community and enable frequent and new cruisers to join the conversation, #LoveTravel is also featured in blog posts and communications to bloggers.
One Stop Booking
Ah, an easier path to purchase! The new brand campaign is also featured on the line’s new website. More than wrapping, the new site is fit for all types of mobile devices and tablets and features a new booking engine allowing guests to one-stop-shop. In addition to booking voyages, vacation elements including flights, airport transfers and pre-and-post cruise accommodations can also be reserved.
For more information, travelers can call their travel professional, dial 1-877-999-9553, or visit www.AzamaraClubCruises.com. Connect with Azamara on Facebook at www.facebook.com/AzamaraClubCruises, on Twitter @AzamaraVoyages or follow President and CEO @LarryPimentel. Travel agent professionals can access more information and make reservations at www.CruisingPower.com.
Azamara is a brand of Royal Caribbean Cruises Ltd. (NYSE/OSX: RCL), a global cruise vacation company that also owns Royal Caribbean International, Celebrity Cruises, Pullmantur, and CDF Croisières de France, as well as TUI Cruises through a 50 percent joint venture. Together, the six brands operate a combined total of 41 ships with four under construction. They operate diverse itineraries around the world that call on approximately 460 destinations on all seven continents.
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