Situation: Signals from Internet Savvy Consumers

As consumers in Latin and Central America migrated online to research cruise options, RCCL recognized country-specific opportunities to expand its direct-to-consumer advertising initiatives and grow its market share. But they needed a nimble, dynamic advertising agency partner to quickly seize these opportunities.

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Approach: Build and Optimize Unified Ad+Mar Tech Ecosystem

Collaborating closely with RCCL, Roar Media assembled and configured a scalable and integrated advertising platform focused on both capturing and stimulating booking demand. From research, to insight to execution, Roar Media mobilized quickly to activate full-funnel targeting across the entire consumer journey: lower, mid and upper funnel tactics.

Advanced Advertising Optimizations to Drive Performance:

Centralized media planning and measurement
Dynamic promo calendar and quick ad change management
Relentless focus on capturing brand search impression share
Sophisticated targeting tactics using custom audiences, third-party data, in-market audiences and affinity segments
Engaging awareness campaigns across broadcast TV, online video and social media

Advanced retargeting across web, social media, and display advertising based on consumer location with-in the funnel
Variable bidding strategies based on cart abandonment patterns
Development of a private placement exchange of preferred publishers
Data fidelity preservation and data loss reduction

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Results: The Data Paints the Picture

Data-driven insights guided continued optimizations resulting in deeper market penetration, higher consumer engagement and increased return on advertising spend. The results are compelling:

30%+ Reduction in Cost-Per-Booking

30%+Increase in Return-on-Advertising-Spend (ROAS)

Largest Percent Growth Direct-to-Consumer Online Bookings Across all International Markets

20%+ Increase in Booking Volume Resulting in Achieving Track and Booking Goals

20+ MarketsProgram Expanded to 20+ additional international markets

Roar Media has proven itself to be a strategic and intelligent agency known for delivering performative campaigns and insightful measurement to help us achieve our cruise booking goals. Working throughout the entire digital sales funnel and customer journey, the agency leverages an innovative technology stack, applies industry best-practices and course-corrects based on a data-driven insights to drive measurable results. Just as important, the Roar team is committed and aligned and always happy to roll-up their sleeves to solve challenges as they arise.Chad Gropse, Sr. Global eCommerce Platform Director

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Event Marketing

In 2019, Royal Caribbean International announced its inaugural gala and conference, where top performing IRs from across Latin America would convene in Cartagena, Colombia, to celebrate major achievements, share tricks of the trade, and plan for future success. Together with the client, Roar developed a stunning visual identity and pre-promotion materials across multiple channels to build excitement for the event and drive attendance.