Royal Caribbean International

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Royal Caribbean International Get out there.sm
Explorations!
B r a n d O v e r v i e w
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The Cruise Industry

• The cruise industry is the most exciting vacation
  category in the U.S and Canada with an average
  rate growth far greater than any other category.
• Since 1980, the cruise industry has had an
  average annual growth rate of 8.4.
  Approximately 60 new ships are planned to be
  added to the North American fleet from 2001
  through 2006.
• Cruise industrys greatest growth category has
  been the 2-5 day category.
• But...

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Did you know?
Only 15 of the US population has ever taken a
cruise!
1990 2000 2003 of US Cruisers 5 11 15
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Decision Making Process
When presented with all options, brand is the
most important factor in choosing a cruise
vacation followed by itinerary and price
Source 2002 NFO Deployment Study
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Royal Caribbean International Brand Essence
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Opportunity Question
How can Royal Caribbean International become the
brand of choice?
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Marketing Challenge
Lead the cruise industry revolution by turning
Royal Caribbean Cruise Lines into a leading
vacation brandone with the power to attract new,
younger vacationers while building loyalty among
our core customers.
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Consumer Insights
Non-cruisers have strong barriers to cruising,
but cruising actually meets what they are looking
for in a vacation
Im looking for
But cruising is
When, in fact, its
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Our Challenge - put a whole new face on the
cruise experience
Perception
Reality
Sedentary
Active
Food dozens of on-board activities and land
activities
All eating
For old people
For active adults
Restricted programmed
Freedom to do what you want when you want
Caribbean Alaska Bahamas Bermuda Europe
Hawaii Panama Canal Australia
Caribbean
State-of-the-art cruise ships
Small rooms
The ship as a means to experience the vacation
A vacation on a ship
A vacation
A cruise
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But

• As We Put A New Face On The Cruise Experience,
  We Must...
• Appeal to and educate our best prospects
• While reinforcing the positives among our current
  customers
• Be consistent and integrated with all messages

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Royal Caribbeans Winning Mindset...
How do we do this?
By targeting a mindset, not just a demographic
Explorers
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What is an Explorer?

• O
• O
• O
• O
• O

EXPLORERS
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Our Brand Essence
Brings Out the Explorer in Me
Emotion / Feeling
Rational

• Lust for life
• Engaging
• Freedom
• Unexpected
• Energetic
• Enriching
• Spirit of adventure

Royal Caribbean lets Explorers see and do
more than they ever imagined.
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Presenting The Royal Caribbean Brand Experience
- Video -
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The Advertising Campaign

• Our advertising campaign was created to
• Attract first time cruisers while at the same
  time reinforcing our current customers loyalty to
  the brand.
• Put a new face on cruising - defuse brand
  blurring by stepping away from the typical white
  ship sailing on blue water ads that weve all
  seen for so long.
• Break the barriers to cruising - show people the
  endless array of Explorations! and onboard
  activities that are available on a Royal
  Caribbean cruise vacation.
• Show off our ships - the most amazing and
  innovative hardware in the industry.
• Show the Unexpected!

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EFFIE Winning Campaign

• 2002 2003 EFFIE award winner!!!
• The most noteworthy marketing award.
• Effies honor the one truly significant
  achievement in advertising Results
• Our campaign delivered superior results in
  meeting the objectives it was designed to achieve

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How does Royal Caribbean International...
STAND OUT IN A SEA OF COMPETITION?
e
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The Sea of Competition
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What makes us better ?
THE ROYAL ADVANTAGE
Energizing Onboard Shoreside Adventures
Worldwide Destinations
Innovative Ships
Gold Anchor Service
- - - - - - Four pillars that differentiate our
brand - - - - - -
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The Royal Advantage

• Gold Anchor Service
• Friendly, engaging and personal service with one
  goal in mind Deliver the Wow!
• Strong training and development programs.
• The best people and hiring
• partners.

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The Royal Advantage

• Energizing onboard and shoreside adventures

• Activities for everyone.
• Award winning entertainment.
• Adventure Ocean Youth Program.
• Explorer Academy (learning series).
• New exciting Explorations! shore
  excursions.
• Alaska, Europe and Canadian Rockies Cruisetours.

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The Royal Advantage

• Remarkable destinations all over the world.

• Over 150 Global Destinations Alaska Panama
  Canal Hawaii Mexico
  Mediterranean Caribbean Bermuda
  Canada/New England Bahamas Northern Europe
• Continue to find and develop
  new destinations and itineraries.

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Entertainment for everyone

• Over 100 shipboard activities offered!
• fitness classes game shows comedy acts
• craft lessons horse racing bingo
• step line dance pool contests karaoke

• World-class ShipShape Fitness Center.
• Full service ShipShape Spa Salon.
• Contemporary musical stage productions in
  state-of-the-art theaters.
• Exciting casinos offering Roulette, Craps tables,
  Blackjack and of course slot machines!

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Alaska, Europe Canadian Rockies Cruisetours
sm

• Alaska Cruisetours feature The Wilderness
  Express the most spacious luxurious
  glass-domed traincars in Alaska.
• 100 escorted land tours by our own Adventure
  Specialists.
• Earned a 98 good to excellent guest
  satisfaction rating.
• Multiple packages covering Denali National Park,
  Homer and Seward.
• Utilizing some of the newest hotel properties
  offering the best locations.

• Canadian Rockies Cruisetours feature
• Luxury hotels.
• Rocky Mountaineer Railway Red Leaf Service
• British Columbias most awesome national parks.
• Europe Cruisetours take you to the heart of this
  historic continent - from Harwich and Barcelona
  into England, Spain and France.
• On the Magical Tour of England cruisetour,
  guests get to visit the locations used to film
  the popular Harry Potter movies.

Tour offered on 3 GR sailings.
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Explorations!

• Where We Were
• Traditionally, shore excursions were limited in
  scope, concentrating on sightseeing tours (3 5
  per port) that whilst informative, were very
  sedate.
• Our objective was to therefore meet the ever
  growing demands of our Explorer mindset guests
  and to expand the traditional tour offerings.

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Explorations!

• The Expansion
• Tour offerings have increased by over 80 in the
  last 5 years.
• We now offer an average of 16 tours per port
  (some ports have as many as 30 tours).
• Active tours make up over 60 of our new
  offerings and vary from Glacier Trekking in
  Alaska, Zip Lining in Costa Rica, Canoeing on
  Copenhagens Canals, Hiking Mt. Vesuvius in
  Naples to Manning a Thoroughbred 80 ft Racing
  Maxi Cat in the Caribbean.

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Explorations!
Exclusive Offerings
We are constantly on the lookout to develop new
and exclusive product that will appeal to our
guests and fulfill our marketing message.
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Celebrity

• Xpeditions

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Creating Demand Celebrity Marketing
Brand Strategy Savvy Cruiser Mindset -
Provide a premium cruise experience with a taste
of luxury

• Well-traveled
• Experienced cruisers
• Appreciate quality and value
• Unpretentious/Understated
• Socially active
• Interested in culture

• Balance seekers
• Informed consumers
• Optimistic
• Adults 35-54 75
• 13.8 Million Savvy Cruisers

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Celebrity Xpeditions Defined

• Xpeditions are once in a lifetime experiences in
  the form of exotic locations and/or rare
  opportunities all combined with Celebrity style
  
• These experiences may come before during or after
  a Celebrity cruise or even completely separate
  from our current itineraries
• The Xpeditions launched so far in 2004 are our
  premiere Xpeditions offer The Galapagos,
  Icebreaking adventures in the Antarctic
  Antarctic, a day trip from St. Petersburg to
  Moscow to go Inside the KGB, Racecar driving
  school following one our Caribbean itineraries and

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Intimate Galapagos Island Cruises onboard
ourCelebrity Xpeditions Flag Ship

• The Celebrity Xpedition

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Celebrity Xpeditions Galapagos
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GALAPAGOS Celebrity Xpeditions

• 11 Night Package includes the 10 Night Package
  plus an additional day in Quito at the end of the
  cruise
• 7 Night Cruise Only departing/ending in Baltra is
  also available

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GALAPAGOS Celebrity Xpeditions

• The ship will reposition so that each morning
  guest can embark on a new location via the Zodiac
  rafts
• Guest will return back to the ship for lunch and
  relaxation while we reposition the ship for an
  afternoon tour at a new location
• All these daily excursions are escorted by our
  expert naturalist tour guides
• The landings will be both wet and dry however
  crew will be there to assist guests at all times
• Snorkeling equipment will be provided

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Arctic Antarctic Ice BreakingCelebrity
Xpeditions
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Arctic Antarctic Ice BreakingCelebrity
Xpeditions

• Both these unique voyages to the High Arctic off
  Canada and Greenland and the great white
  continent of the Antarctic would be impossible
  in anything but a polar-class icebreaker.
• We have partnered with the leader in polar
  explorations, Quark Expeditions, to create these
  very special experiences onboard the Kapitan
  Khlebnikov for both the Arctic and Antarctic
  cruises
• We tailored this experience around our Celebrity
  Xpeditions pledge to provide our guest with a
  once in a life experience, and to treat them
  famously in parts of the world they never
  imagined.

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KGB Behind The Iron Curtain

• Guests Depart St. Petersburg via morning flight
  to Moscow off Constellation Sailings
• Limousine Transportation throughout the day
• Tour of the KGB museum with X-KGB General guide
• Gourmet lunch
• Guided Tour of The Kremlin Red Square
• Dinner at world renowned gourmet Russian
  restaurant complete with Beluga Caviar and
  chilled vodka
• Return via flight to rejoin ship

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• Celebrity Xpeditions Racing Academy
• Racecar Driving School

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• Racing Academy provides the thrill of taking a
  high performance racecar on a closed track with
  the opportunity to learn competitive driving
  tactics from the pros. It also puts guests up
  close to Champion drivers Justin or Derek Bell
  both at a reception event as well as at the
  track.
• Following a Celebrity Caribbean Cruise from Fort
  Lauderdale, the packages extend guests vacations
  by 1 or 2 nights at the PGA resort providing
  world class amenities and close proximity to area
  beaches, shopping and restaurants
• The Racing Academy is now open for sale on select
  Caribbean sailings Nov-Jan from Fort Lauderdale
• The Racing Academy was created exclusively for
  Celebrity by Justin Bell in association with the
  Skip Barber Racing School

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Celebrity Xpeditions Racing Academy