Royal Caribbean

Integrated Marketing Communications Plan

Cover of Royal Caribbean Interactive Media and Communications presentation and SWOT Analysis

A Strategic Campaign to Reignite the Cruise Industry

As part of my Marketing Communications course at Salve Regina University, I collaborated with a team to develop an Integrated Marketing Communications (IMC) plan for Royal Caribbean. The assignment challenged us to restore consumer confidence in cruise travel and boost bookings from U.S. ports after the COVID-19 pandemic — all within a hypothetical $2 million budget.

Steering the Campaign

I led the development of several key components that shaped the foundation of the campaign:

  • Conducted market research and developed the SWOT analysis

  • Defined the target audience and positioning approach

  • Built out the media strategy and platform mix

This project stood out to me because it blended strategic planning with creative execution and closely mirrored the kind of work I now do professionally in a marketing agency setting.

To bring the campaign to life, I also created a video ad that captured the spirit of adventure and joy Royal Caribbean is known for. Featuring scenic cruise visuals and the song “Pursuit of Happiness” by Kid Cudi, the ad was designed to inspire viewers and leave a lasting emotional impression.

Bringing the Brand to Life

See What Else I’ve Been Working On

Interested in other marketing projects where creativity and strategy come together? Explore more of my marketing portfolio.

Let’s Connect

Have questions about this project or want to chat about marketing and communication strategies?