Good Relations wins ‘Best PR Tactical’ at Travel Marketing Awards 2018
We are thrilled to have picked up the award for Best PR Tactical at this year’s Travel Marketing Awards for our work with Royal Caribbean.
Royal Caribbean asked us to challenge outdated perceptions of cruise holidays and raise brand awareness and engagement amongst younger generations by reaching ‘new-to-cruise’ audiences. We were also tasked with driving traffic to their website during their crucial ‘turn of year’ period.
We created ‘The Intern-ship of the Seas’, the world’s first ever Instagram internship. Our campaign invited Instagrammers to apply for an #ExtraordinaryExplorer internship role where they would sail for 3 weeks, on 3 ships, across 3 seas, capturing their adventures on Instagram.
To enter, millennials were simply asked to post their favourite personal travel photo with #ExtraordinaryExplorer and tag @RoyalCaribbeanUK to drive user-generated content and further reach. To capture the nation’s enthusiasm and maximise engagement, we timed the campaign to coincide with the miserable first week back to work after the Christmas break.
The story exploded across 174 pieces of coverage achieving in excess of 1 billion in worldwide editorial reach, and broadcast reach of 2.8 million.
During the campaign, a quarter of all traffic to the brand website was driven directly by millennials on Instagram. In the first two weeks of the campaign, we saw visitor traffic increase 31% week-on-week by our ‘new-to-cruisers’. Online conversion increased 92% year-on-year.
In total over 330,000 entrants applied from around the globe, including USA, Australia, Indonesia, Asia and South America creating new positive interpretations of cruise holidays.
A huge congratulations to the Royal Caribbean team for some amazing work!