XM flags off Royal Caribbean campaign

Singapore - XM Asia/RMG has rolled out its first Royal Caribbean digital campaign since its appointment by the client, reported Marketing on 17 Dec 2007.

"Our expansion in Asia Pacific is an integral part of our international business development and growth strategy. XM's partnership will help us to reach out to holiday-makers with our unique and award-winning active cruising experiences," Rama Rebbapragada, MD for APAC, Royal Caribbean Cruises, said.

The campaign attempts to move beyond basic product marketing to experiential and contextual marketing.

Through its design, copy, navigation to optimise the browsing experience, the dual language website aims to work as a sensory weapon to assail its target audience - to "'Wow' them, ‘seduce' and ‘romance' them", Paul Soon, XM's MD, said.