Marketing Europe

This summer marks Royal Caribbean Cruise Line's first entry into European waters with the 728-passenger Sun Viking.

Launching a new product, RCCL first targeted past passengers with a brochure mailing, including 15,000 Europeans who have sailed with the line in the Caribbean, according to Jim Kissel, Sr. Vice President Marketing and Sales.

Kissel said that RCCL hoped to get 20 percent of its business on these cruises from Europeans. He noted that RCCL's London office is conducting a promotional campaign with brochure mailings and television advertisements.

In the U.S. market, Kissel said that RCCL's efforts have been to both the trade and consumers with advertisements in the trade press along with newspaper ads.

"We also have to be sensitive to what others are doing competitively regarding pricing," Kissel said. At press time, Kissel said that RCCL was reviewing whether discounting would be necessary.

According to Kissel the May Mediterranean cruises are "lagging" compared to the fall itineraries which sail from Lisbon and call in Barcelona, Gibraltar, Livorno, and Naples. RCCL's Baltic cruises, which begin in late June and last until the end of August are "filling nicely."

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