C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

The Integrated Marketing Communications (IMC) Plan for Royal Caribbean Cruises Ltd (RCCL) derives from critically analysing the Company’s marketing profile paying particular attention to the key trends impacting the cruise vacation industry, and the competitive positioning of the key global players. In this regard, the Company’s marketing activities are evaluated for the deployment of specific strategic IMC directions in order to consolidate existing and exploiting new (international) markets. By this, the findings are translated into a strategic one-year IMC plan with a clear and logical link between analysis and long term vision of RCCL. The plan is subdivided into three sections, which address the three issues (Company’s marketing profiling, macro-environment analysis and IMC plan for RCCL) the case study recommended. However, the full length of this write-up captures the components necessary in formulating RCCL’s integrated marketing communications plan.