Royal Caribbean Asia Pacific Website Design
Client: Royal Caribbean
The Strategy
The brief requirements are ingredients brewing to be an informative site: what RCI is all about, our offerings, cruise details, loyalty club, etc. However, we've identified the key differentiator that will set us apart: the travel experience. We travel because we want to learn, we want to be exposed. Maybe for leisure, play, or relaxation. Our choice of travel is a reflection of our state of discernment. Therefore, there is a need to target at emotional needs, not functional thinking. Integrating the distinctiveness of RCI's brand and offerings, we have what we brand as the "RCI Experience". Shifting product marketing to experiential marketing, we need to focus on the experience, not the product. Focus on the feel, not the function, and cascade this thinking to reflect in all our communications.. Every design and copy element in the website are sensorial weapons that help create what we theme as the RCI Experience.
The Idea
We start off with an inspiring flash video that encapsulates the core essence of the RCI experience, from the distinctive amenities like an onboard rock-climbing wall to the Gold Anchor Service that's second to none. we are set to create a point of differentiation the moment you get into the site. Fantastic promotional packages are prominently featured on the homepage for direct sales provocation.
The site navigation is built to reflect RCI's moment of truth; WOW them with the RCI Experience, SEDUCE them with our vast & unique destinations, then ROMANCE them with world class service. The design principle is to create the RCI mood. For example, using the background design element to subtly paint a picture of the mood that you will experience on the sea. From viewing the golden sunrise, to sipping cool cocktails on a breezy afternoon, to viewing a panoramic night view of the cityscape on top of the ship.
The Campaign Performance
Although the consumer launch is scheduled to be in December, we have received very positive and encouraging feedback from the global team, putting our local clients on the grand spotlight.
Within a week of launching the site, we have already received 529 unique visitors (trade) and the average time spent on site is 18minutes. With over 10000 page views and an average of 20 pages per visit, we were able to sustain the interest of the trade people who are conventionally more prone to obtaining information from sales kit and hard brochures.
With such, we were asked to start planning for the next phase, where we will build on the eCommerce, customer personalisation and relationship portion of the business.