Strategic Plan

Type of Project: Media Kit for the Royal Caribbean International cruise line.
Situation: Royal Caribbean, due to COVID-19, has been unable to launch ships. COVID-19 has
decreased their audience's appeal to cruise. They asked me to create a media kit to excite their
audience about the upcoming launch of their new chip, Wonder of the Seas.
Objectives:
Awareness: To increase media impressions by 15%throughout their social media campaign.

Acceptance: To affect the acceptance of people wanting to cruise. Specifically, to increase their
attitudes by 10% by March 4, 2022

Action: To secure a fully booked Maiden Voyage trip, March 4, 2022. This will fill all 2,867
rooms on board.
Target Publics: Due to COVID, Royal Caribbean has shifted its targeted public to first-time
cruisers.
Tactics:
Awareness Objective: Targeting information-seeking active publics. We will be using
advertising and promotional media tactics such as implementing social media content directly
related to Wonder of the Seas.

Acceptance: Using organizational media tactics such as shared media strategies. We can see how
people are responding to the message.

Action: Using organization media tactics such as blogs and fact sheets to provide information to
first-time cruisers.
WIN Analysis of Target Publics:
People in general, want:
• To find interesting locations to visit.
• To spend time with their family.
• To have a relaxing getaway
People that travel on cruises are concerned about the location that the cruise is going and the
price.
People that are interested in cruising want to spend quality time with their families.
People who book cruises want to relax.
Specific Appeals:
Logos: Appealing to reason through testimonies
Pathos: Positive emotional appealing content
Ethos: Using a spokesperson, such a Royal Caribbean’s CEO, stating how excited they are about the
launch.
Core Message: To get people to express their interests in cruising with the Royal Caribbean, Wonder of
the Seas. Also, to inspire guests with the newly added features.
Communication Channel: Traditional/new media (national and global)
Evaluation:
Awareness: Measure exposure: evaluate media impressions
Acceptance: Evaluate audience feedback
Actions: Check the number of bookings
 PRESS RELEASE

FOR IMMEDIATE RELEASE PRESS CONTACT:

12/1/2021 Katelyn Bailey
C: 615-521-5186
E: Kbaile36@vols.utk.edu

Royal Caribbean Introduces Worlds Largest Cruise Ship

The Wonder of the Seas

(11/1/2021-MIAMI)- Royal Caribbean launches the world's largest cruise ship, Wonder of the
Seas. The ship will set sail from its home location in Fort Lauderdale, Friday, March 4, 2022.
Bookings can be made at https://www.royalcaribbean.com.

Wonder of the Seas, an oasis-class ship, includes eight district neighborhoods, making it Royal
Caribbean’s first cruise to have eight neighborhoods. New features such as a cantilevered pool
bar and an interactive open-air kids’ play area have been implemented. Some returning features
include The Ultimate Abyss, the tallest slide at sea; Central Park, a neighborhood filled with real
plants, and a ten-deck-high zip line.

This entertainment-filled ship delivers adventures with 7-night sailings to the Caribbean and
Europe visiting destinations such as Cozumel, Mexico; Philipsburg, St. Maarten; San Juan,
Puerto Rico, Barcelona, Spain; and Rome, Italy. In addition, all itineraries will include sailing to
Royal Caribbean’s' private island, CocoCay.

All itineraries are available to book today on the Royal Caribbean’s website
at https://www.royalcaribbean.com.

###

About Royal Caribbean International

For more than 50 years, Royal Caribbean International has been creating innovation at sea for 50
years. Royal Caribbean continues to transform vacation by offering destinations within 270
designations, 72 countries, and six continents. For the last 18 years, Royal Caribbean has been
voted “Best Cruise Line Overall” by Travel Weekly Readers’ Choice Awards.
6 Activities
to do Onboard
Wonder of the Seas
Royal Caribbean launches the largest cruise ship in March 2022
There is no better way to spend your spring break than on the world's largest cruise ship. In
March 2022, Royal Caribbean launches its fifth Oasis Class cruise ship and has implemented
some exciting new features.

Suite Class Neighborhood

If you have cruised with Royal Caribbean
previously, you know that some things make this
ship different. The Wonder of the Seas has a
rebranded top deck with an extra neighborhood,
making this the only Royal Caribbean ship with
eight neighborhoods. The eighth deck is called
the Suite Class Neighborhood. The
neighborhood is tailored to Royal Suite Class
guests, where they will have full access to an
elevated sun deck. This deck has special
amenities that include: a plunge pool, a bar, and
plenty of areas to relax. The Coastal Kitchen, a guest favorite, is also included within this
neighborhood.

Royal Caribbean states, "The new neighborhood provides a private experience like no other,
featuring world-class dining, a new sun deck for unparalleled ocean views, a private lounge and
restaurant, and much more. Moreover, loved ones can make it the getaway of a lifetime when
they book the expansive and beloved Ultimate Family Suite."

Cantilevered Pool Bar

Another feature that separates this ship from the others is the added cantilevered pool bar, the
Vue. The pool bar offers panoramic ocean views from above the pool deck and vibrant sunsets.

Pool and Sports Zone

No matter the age, Royal Caribbean’s pool, and sports zone have something for you. There are
pools, hot tubes, and slides for you to enjoy while on your cruise. Like Royal Caribbean’s Allure
of the Seas, this ship will include a 10-story tall waterslide called the Ultimate Abyss. The
Ultimate Abyss features dark tubes that illuminate with colors, giving the effects you are going
through in space.
 In addition, there is an adults-only Solarium located near
the front of the ship, providing a relaxing lounge
experience. The Solarium is completely enclosed with
glass, giving you amazing ocean views. If that is not
enough, Royal Caribbean includes a completely new
feature, the Wonder Playscape, an interactive underwater
themed play area. Wonder Playscape includes slides,
wall climbing, games, and more.

Royal Caribbean’s CEO said it best, "Wonder will shine

bright as the world’s newest wonder in the Caribbean
and the Mediterranean, and what’s in store is the
ultimate vacation experience that highlights the very best
of Royal Caribbean, reimagines renowned favorites, and introduces new adventures every guest,
no matter their age can enjoy."

Central Park
Next, if you’re missing life on land, you can visit Central Park, an
outdoor park surrounded by plants, trees, and shrubs. Also, there
are many restaurants and retail shops to enjoy. One main specialty
restaurant located within this outdoor oasis is Giovanni’s Italian
Kitchen. They recently revamped Giovanni’s menu to create more
authentic Italian dishes. If you're looking for more, you can take a
ride on the Rising Tide bar that moves between Central Park and
Royal Promenade.

Entertainment Place
Visiting the Entertainment Place neighborhood is a must when onboard the Wonder. If you’re
looking for a show, performance, or drink, this is the place for you. Entertainment Place is home
to nightly live entertainment will world-class comedians, dancers, and singers. Royal Caribbean
has yet revealed the performance you can expect greatness.

Royal Promenade
The Royal Promenade, located on deck 5, can be described
as the downtown of Wonder of the Seas. There is plenty of
dining, bars, and entertainment. If you love signing or
hearing other sings, then Spotlight Karaoke is for you. In
addition, if you do not feel like singing on a stage in front of
everyone, there are private rooms for you to sing without
judgment.

Next, the Royal Promenade has a Latin-themed bar where

you can drink and dance. However, if you are looking for a
more chill environment, try the English-styled Pub. The Pub
has a wide variety of beers with a guitarist every night.
Where will the ship be traveling?
In March 2022, the Wonder of Seas will be offering 7-night Eastern/Western Caribbean cruises
ported from Fort Lauderdale, Florida. The ship is visiting places such as Haiti, Puerto Rico,
Bahamas, Mexico, and more. Also, all trips visiting the Caribbean will stop at Royal Caribbean’s
private island CocoCay.

In May 2022, the Wonder of Seas will head to Europe. Again, the ship offers 7-night Western
Mediterranean cruises from Barcelona and Rome. Some major locations the ship will visit are
Palma de Mallorca, Spain, and Capri, Italy.

If interested in taking a week-long vacation to the Caribbean or Europe, check out all the
available itineraries through the Royal Caribbean site. You don't want to miss out on the
opportunity of going on the world's largest cruise ship.
December 1, 2021

Royal Caribbean Headquarters

1872 Manatee Way
Orlando, Florida

RE: Wonder of the Seas Diamond Member

Dear Mrs. Cunningham,

Welcome aboard the beautiful Wonder of the Seas and, congratulations on being among the first
guest to sail with us. The crew and staff are delighted to have you back on board.

Since this will be your first time sailing as a Diamond Plus Crown & Anchor Society member,
we welcome your exclusive benefits. Some of these benefits include behind-the-since tours,
access to top-tier events, and Concierge Club access. To redeem, use your Sea Pass card and, the
rewards will automatically be applied.

We are dedicated to making your time here on the Wonder of Seas an extraordinary experience.
You will be partnered with a Loyalty Ambassador; they will assist you with any Crown &
Anchor Society needs. Once onboard, please feel free to contact your ambassador on Deck 5 Aft.
It’s a pleasure to have you onboard once again and, thank you’re for your continued loyalty.
Below you will find extra benefits to being a Diamond Plus Crown & Anchor Society member.

Drinks and Dine:

• Five complimentary drinks daily, up to a $12 value.
• 25% off Deluxe Beverage Package
• 25% off any wine, beer, or soda
• 50% off any two glasses of wine, beer, and soda
Entertainment:
• Two free days of Surf internet or $50 off any Internet Package
• Purchase a bingo package, and receive six free Jackpot Cards
Shopping and Services:
• One free photo
• 10% off photo package or photo book
• 20% of any Spa service (excluding Medi-Spa)
• Complimentary add-on Spa service (excluding Medi-spa)

Please call 800-256-6649 or email diamondmember@royalcaribbean.com for more information.

Sincerely,
Katelyn Bailey
Katelyn Bailey
Royal Caribbean Public Relations Manager
 Social Media Audit

Based on the content that Royal Caribbean’s currently posts I have picked multiple targets
audiences depending on the social media they use. Instagram and Twitter are targeted toward the
younger demographic aged between 20-45, while Facebook is between the ages of 30-60. They
also have a blog and TikTok. All of the posts are directed towards any race or gender regardless
of the social media platform. Along with the blog and TikTok, however, since this is a newer
boat the prices could be more inflated, so I’m targeting the middle to upper class. I think this is a
wise decision given on the locations and lengths of the cruise.

Instagram and Twitter have captions that are short and sweet with little information attached to
them. I kept this same strategy for my social media content. When people scroll through
Instagram and twitter they are not looking to read long paragraphs of information. Facebook is
the platform that goes into more detail. I think because of the After reviewing their social media,
I have determined that Facebook and Instagram are used the most.