The Travel Village Group entered the second round of Royal Caribbean’s Royal Pitch in August 2022, to secure a portion of the £200,000 pot. Following a 5 minute idea overview video presentation, we were shortlisted as finalists, and invited to pitch our marketing idea to a panel of judges at Royal Caribbean’s HQ in Weybridge on 26th September 2022.
Marketing Manager, Jess Nuttall, and Content Manager, Jess Clayton, pitched a comprehensive cross-platform marketing strategy running from January to September 2023. In order to do this they pitched for funding of £30,000.
The main focus of the campaign is to increase Royal Caribbean sales through our Highfield Road store in Blackpool. The newly energised focus on the cruise line will also resonate through the rest of the business, and our national network of homeworkers .
Jess and Jess delivered ideas for a brand awareness campaign that would turn Blackpool’s much visited and well-loved promenade into the latest and longest Royal Promenade ever! As well as putting Royal Caribbean’s name in lights during the Blackpool Illuminations season.
Using storytelling assets along the tramline and on billboards, plus spectacular events in conjunction the iconic Blackpool Tower; the Travel Village Group hopes to attract some of the 18 millions Blackpool visitors, in addition to its 350,000 population, to the Royal Caribbean brand. The visual campaign is to run alongside a radio and social media campaign. A competition for 10 winners to also have their name in lights, with a single winner receiving a Royal Caribbean cruise, will also be active for the duration of the campaign.
The pair delivered their pitch to Dragon’s Den winner Levi Roots, Royal Caribbean’s Ben Bouldin and Stuart Byron, and Cruise Critic’s Stuart Hoare. The judges commented on how we showed our passion for the brand and the Blackpool community, in addition to our thirst for wanting to deliver greater results.
As part of the pitch, the pair propose a quarterly beach clean project. This creates brand awareness for both businesses, whilst also proving a commitment to sustainability and community.
It’s [beach clean ups] something that we all keep talking about, but not delivering on. Royal Caribbean will be more than happy to work alongside the Travel Village on the project.
Levi also said of the presentation;
It’s the best I’ve seen and heard since I was on Dragon’s Den!
Stuart [Cruise Critic] echoed Levi’s sentiments, offering the Travel Village Group an additional £6000 marketing commitment, to be used during the Royal Caribbean/Travel Village campaign.
John Warr, Group Managing Director, said;
We’re incredibly proud of our team, creating a robust campaign and delivering it with such passion. We’re delighted to be working with Royal Caribbean in this capacity, and look forward to reporting sales that reflect (or exceed!) the work that will go into making the campaign a success!
The campaign will launch with a private event on Blackpool’s Comedy Carpet, in front of the iconic Blackpool Tower, in December 2022.