Hometown London | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||0207 269 0101|
Hometown London Contacts
|Dave G.||Co-Founder & Creative Director||London|
Sample of Associated Brands
|Simon L.||Co-Founder & Creative Director||London|
|Chris J.||Co-Founder & Managing Director||London|
|Sarah W.||Advertising Business Director||London|
|Don L.||Strategy Director||London|
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Millennial Engagement Opps: Royal Caribbean targets younger holiday-makers
Subject: Cinema, Digital, Direct Mail, Door Drop, Boomers, Outdoor, Press, Radio, TV
Company: Royal Caribbean International is a leisure cruise line focuses on providing an entertaining experience for individuals and families.
Opportunity: While its Azamara Club Cruises brand remains a appointing the agency in late 2015.
After bolstering marketing late last year, ads were launched across TV, VOD, radio, digital and social media to target a younger demographic, including single mums, backpackers and couples.
Traditionally targeting families and baby boomers, the cruise expert will shake things up this upcoming wave season to continue a younger appeal.
Pathmatics shows a massive boost in video adverts for 2016 but it failed to cause a significant increase in the number of impressions. The digital strategy could see a shake up this year, but spending shouldn't drop due to the millennial consumer focus. The cruise giant is gunning for those who use Airbnb and prefer package holidays so Hometown's creative emphasises destinations, activities and adventure.
Sellers should expect this wider consumer reach to continue throughout Wave Season so contact immediately as this opp cruises in. Those in TV, digital and millennial outlets should have major success this summer. MindShare UK covers media planning and buying.
Media Spend: In H1 2016, Royal Caribbean spent over £825k across its usual channels radio and direct mail, while the press budget was swapped for digital.
Digital Breakdown: Per Pathmatics Royal Caribbean Cruises spent just £644k last year. This was split between video and desktop ads, to generate over 30m impressions. The majority were placed site direct and top publishing sites include youtube.com, greatbritishchefs.com, amazon.co.uk and sky.com.
This is a significant increase compared to 2015 when £400k was spent to gain 38m impressions. Most were desktop ads, with the majority placed site direct.
Competitors: Riviera Travel.
Royal Caribbean International
Surrey KT15 2PG
01932 834 200
Mr Stuart Leven
VP, EMEA and Managing Director for RCL Cruises
Ms Karen Sequeira
Head of Marketing and PR
Mr Jaanki Jivram
Senior Account Executive