Drive sales through Royal Caribbean’s discount period and increase share of voice in the media.
LOTUS embarked on an aggressive media relations campaign to raise visibility and drive sales.
We created a key messaging matrix to ensure all communication was unified in its approach, and ran a media-specific, competitor analysis to assess how Royal Caribbean was faring against its competitors.
The multi-tactic press office included selling in late deals, reconnecting the client with cruise and travel editors, crafting compelling story hooks and enticing visual galleries.
Media outreach was tailored for different, bespoke media lists to ensure media cut through, maintain strategic media relationships and achieve quality column inches.
- 50 pieces of coverage in one month
- 6.5 million circulation in one month