Branding & Marketing: An ICONic Duo
If you’ve never cruised before, you might wonder why so many people rave about it as the ultimate way to travel and explore the world. A global industry with cruise lines operating in every major region, it offers an experience where the journey is just as captivating as the destination. In a fiercely competitive industry, major holding companies compete for attention. Among them are well known names such as Carnival, Norwegian, and Royal Caribbean, each boasting multi brand portfolios tailored to appeal to the three cruise markets: classic, family and luxury. A well-defined brand is key to standing out in the crowd and staying afloat amongst the competition.
Branding is more than just a logo or tagline – it’s the heartbeat of your business. Michelle Arellano, an entrepreneur and small business owner, shares her personal insights saying “Your brand is your personality, your values, and the promises you make to your consumers. Think of it as a roadmap guiding interactions and decisions. From the colors you choose to the tone of your voice and messaging, branding sets the stage for how audiences will perceive you.” Without strong branding, marketing efforts might not have the same impact or direction.
At its core, marketing is about getting people interested in a product, service, or idea. How marketing works can vary from one industry to another. Samantha Riepe, Vice President of Creative, Content and Communications at Royal Caribbean, shares “Marketing in the cruise industry is about breaking through misperceptions and showcasing diverse offerings and experiences that challenge stereotypes. We are always asking and measuring the question “Is Royal Caribbean for people like me?” This is a vital key metric that gauges how our brand resonates with consumers. It’s the next step beyond brand awareness and building affinity into the consumer’s lifestyle.”
A mixed marketing strategy is vital to effectively achieving marketing objectives. This holds even more significance in the cruise industry when considering the varied needs and preferences of target audiences. Understanding your target audience and how they consume information is key to successfully aiming marketing efforts via the appropriate channels. A mixed marketing strategy might combine traditional marketing techniques such as print advertising with direct mail with digital marketing techniques such as social media and search engine optimization. Outside of traditional and digital marketing, word of mouth offers a more personal approach. Digital Marketer and Data Analyst Johana Avalos shares “In today's digital age, word-of-mouth marketing is more powerful than ever. Recommendations from friends and family are more trustworthy than any advertisement, and social media provides the perfect platform for these recommendations to spread at lightning speed.” Combining these diverse methods capitalizes on the unique advantage each technique holds individually to expand reach and drive conversion.
Anthony Miyazaki, Brand Strategist and Marketing Educator, warns that “many marketing teams end up separating their branding efforts from their revenue related marketing efforts, and this is a huge mistake”. Royal Caribbean, in my opinion, stands out as an industry leader excelling at blending both branding and marketing strategies. Customers can easily identify their bold identity and unique offerings, positioning Royal Caribbean as a preferred choice among consumers. Jay Schneider, Chief Product Innovation Officer, shares “At the core of everything we do are our guests. It’s not just about reading feedback; it’s about truly listening, understanding their desires, and ensuring that our own biases and preferences don’t get in the way of their needs. By intimately knowing who our guests are, what they want, and how they perceive things, we can innovate and craft experiences that resonate with them on a deeper level.”
The collaboration between branding and marketing has not only strengthened Royal Caribbean’s brand identity but also enhanced its brand visibility. Their newest ship, ICON, stands as a testament to the organization’s commitment to innovation and setting new industry benchmarks along the way. Personally connected to the journey, from concept to reality, Jay Schneider tells us that “ICON redefines the vacation experience. It is the product of years of innovation and guest research. From cutting edge sustainability initiatives to immersive entertainment and dining options, every aspect of ICON showcases Royal Caribbean’s dedication to pushing the boundary of what is possible at sea.” As an industry leader, ICON sets a new standard for travel excellence, promising multi-generational guests an unforgettable journey filled with unparalleled adventure.
How do you market the ultimate family vacation? Naturally, when you’re building the world’s largest ship that can deliver on a tag line like that the goal is to increase reach, so everyone knows about it. In the spirit of innovation, Royal Caribbean incorporated new approaches in their marketing technique such as influencer partnerships, utilizing content creators, and even advertising on the Las Vegas Sphere. Reflecting on the earlier stages of the project, Samantha Riepe reveals that “the marketing process and product development worked together to inform each other. As we were inspired by the incredible innovation of ICON itself, the marketing initiatives and visuals grew bolder and more vibrant, and in turn that tone went on to inform details like venue names and waterslide color selections. The ship and the marketing were a true embodiment of one another.”
Branding is the catalyst of marketing efforts, shaping who your audience is and how you connect with them via marketing to tell your story. Together, they create cohesive and compelling narratives that both attract and retain audiences. It is important that branding and marketing strategies embrace innovation to maintain relevant in a competitive market. Royal Caribbean, a name synonymous with Innovation, proves that when branding and marketing join forces, you can build a dedicated fan base like their “Loyal to Royal” following. Powerful evidence supporting the synergy between branding and marketing making them an ICONic duo.
