Royal Caribbean Mediterraneo

  • November 2009

New website and web analytics for the promotion of Mediterraneo 2010 destinations.

Customer

Royal Caribbean Cruises Ltd. is the world's second-largest cruise line operator, owning Royal Caribbean International, Celebrity Cruises, Azamara Cruises, Pullmantur and CDF Croisières de France. With 38 operating ships and 6 more to come, the company has the newest fleet in the world.

Solution

Tinext has created a website with a very significant graphical impact.

The most innovative navigation mode consists of two flash movies allowing to discover the concept of the life on board, as well as available destinations and excursions. The other navigation modes used within the site are traditional: menu items, and contents emerging on the home page.

Furthermore, Tinext has implemented the web analytics solution called Omniture, enabling the customer to analyze data resulting from the contents surfed by users on the website and from the adopted navigation attitudes. This allows the company to adapt its promotional initiatives on the web for increasing their success.

Customer's needs

Promote the Mediterraneo 2010 destinations and measure the results for the online campaign.
Interpret the concept of a world where everything is possible, and apply it to the website experience.

Strengths

The web offers several tools to measure the success of a promotional initiative: the web analytics tools, allowing to create effective marketing initiatives so that the company achieves the goal of better knowing its users’ attitude when they surf the website. This allows, consequently, to offer increasingly targeted contents. Omniture is one of the most successful among these tools at international level.

Customer: Royal Caribbean Cruises LTD
Goal: Creation of web portal
Technology: Magnolia WCM
Year: 2009
www.mediterraneo.rccl.it/