For the first time Royal Caribbean Cruise Line (RCCL) takes its roots off shore with the aim to impress its public once more with a revolutionary new concept: The Aqua Theatre Café’, a multi-centre new site providing customers with innovative entertainment and dining experiences. Created from scratch by the Royal Caribbean R&D Department, the new theatre will benefit from the most innovative technology and an original architectural design, likely to become a new London iconic venue. Located in a premium position of the famous area of West End, offering a fantastic view of the city, The Aqua Theatre will provide an additional value to the so-called English “Theatre Land”, by offering something original and never seen before by the thousand of people that every day visit this fantastic city. It will also enhance the RCCL brand portfolio with a new energetic and provocative brand, which will boost RCCL brand awareness both domestically and globally. Additionally the brand will benefit from the great media coverage and public interest given the 2012 Olympics Games to take place in London.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1 What is offering?
- 1.2 The challenge
- 1.3 The solution
- 2. Developing the Brand
- 2.1 From Mass Media to Experiential Marketing
- 2.2 The Brand Identity
- 2.3 The Brand Meaning and the Response
- 2.4 The Brand Relationship
- 2.5 The Brand Mantra
- 2.6 The Brand Personality
- 3. Positioning the Brand
- 4. The Target Audience
- 5. The Market Place
- 5.1 The Leisure Industry
- 5.2 The Performing Arts Market Place
- 5.3 The Restaurant Market Place
- 6. The New Brand and the Portfolio
- 7. How is the Organization Going to Make the Brand Real?
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The main objective of this brand plan is to develop a new concept, the Aqua Theatre Café, for Royal Caribbean Cruise Line (RCCL) in London's West End. This aims to increase brand awareness, attract new customers (particularly those unfamiliar with cruising), and boost loyalty among existing customers. The plan addresses the challenge of overcoming the "country of origin" effect and changing negative perceptions of cruising in the European market.
- Developing a new brand for RCCL in the UK market.
- Overcoming negative perceptions of cruising and the "country of origin" effect.
- Creating an innovative and experiential entertainment and dining venue.
- Leveraging the 2012 London Olympics for increased media attention and brand exposure.
- Expanding RCCL's brand portfolio and market share in Europe.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This chapter introduces the Aqua Theatre Café, a new multi-centre venue in London's West End designed to offer innovative entertainment and dining experiences. It highlights the venue's unique features, including two distinct shows (The Dolphins Show and The Royal Aqua Show), and two restaurants (The Chop Grilled Restaurant and The Finest Experience). The chapter emphasizes the project's goal of creating an "I have been there" experience and increasing demand for cruising experiences by attracting first-time cruisers and bolstering brand loyalty. The introduction also touches upon the challenges posed by the "country of origin" effect within the European cruise market.
2. Developing the Brand: This section delves into the brand development process for the Aqua Theatre Café, moving away from traditional mass media towards experiential marketing. It discusses defining the brand identity, meaning, relationship, mantra, and personality. This chapter lays the foundation for understanding how the new brand will be positioned within the market and how it will connect with its target audience, reflecting RCCL's commitment to innovation and creating memorable experiences. It sets out the core principles guiding the development and marketing of this new venture.
5. The Market Place: This chapter analyzes the competitive landscape of the leisure, performing arts, and restaurant markets in which the Aqua Theatre Café will operate. By examining these specific sectors, the chapter provides a comprehensive market analysis that underpins the brand's positioning and strategy, identifying both opportunities and potential challenges within each market segment. This provides a contextual understanding of the environment in which the new venue will compete.
6. The New Brand and the Portfolio: This chapter likely focuses on the strategic fit of the Aqua Theatre Café within the broader Royal Caribbean Cruises Ltd. (RCCL) brand portfolio. It discusses how the new brand will leverage RCCL's existing brand equity and strengths (such as innovation) while simultaneously establishing its unique identity and position. The discussion includes how the Aqua Theatre Café will contribute to the overall brand portfolio and strategic objectives of RCCL.
7. How is the Organization Going to Make the Brand Real?: This section details the operational and marketing plans necessary to bring the Aqua Theatre Café concept to life. It discusses the practical steps that will be taken to launch and promote the new venture, making the brand a tangible reality for customers. The chapter likely outlines the marketing strategies, operational procedures, and staffing requirements for the successful implementation and running of the Aqua Theatre Café, providing a clear roadmap for execution.
Schlüsselwörter (Keywords)
Royal Caribbean Cruise Line, Aqua Theatre Café, experiential marketing, brand development, country of origin effect, cruise market, London, West End, entertainment, dining, innovation, brand portfolio, target audience, market analysis, brand positioning, marketing strategy.
Royal Caribbean Aqua Theatre Café Brand Plan: Frequently Asked Questions
What is the main objective of this brand plan?
The main objective is to develop a new concept, the Aqua Theatre Café, for Royal Caribbean Cruise Line (RCCL) in London's West End. This aims to increase brand awareness, attract new customers (particularly those unfamiliar with cruising), and boost loyalty among existing customers. It also addresses overcoming negative perceptions of cruising and the "country of origin" effect in the European market.
What is the Aqua Theatre Café?
The Aqua Theatre Café is a new multi-centre venue in London's West End designed to offer innovative entertainment and dining experiences. It features two distinct shows (The Dolphins Show and The Royal Aqua Show), and two restaurants (The Chop Grilled Restaurant and The Finest Experience). The goal is to create a memorable "I have been there" experience and increase demand for cruising experiences.
What are the key themes addressed in the brand plan?
Key themes include developing a new brand for RCCL in the UK market, overcoming negative perceptions of cruising, creating an innovative entertainment and dining venue, leveraging the 2012 London Olympics for increased brand exposure, and expanding RCCL's brand portfolio and market share in Europe. The plan also focuses on experiential marketing and brand development strategies.
How does the brand plan address the "country of origin" effect?
The plan directly addresses the challenge of overcoming negative perceptions of cruising and the "country of origin" effect often associated with cruise lines in the European market. This is achieved through creating a unique and high-quality experience in a prime London location.
What is the target audience for the Aqua Theatre Café?
The plan identifies specific target audiences, aiming to attract both new customers unfamiliar with cruising and existing RCCL customers, fostering greater brand loyalty. The precise demographics are likely detailed within the full brand plan document.
What market analysis is included in the brand plan?
The plan includes a comprehensive market analysis of the leisure, performing arts, and restaurant markets in London. This analysis identifies opportunities and challenges within each market segment, informing the brand's positioning and overall strategy.
How will the Aqua Theatre Café fit into the RCCL brand portfolio?
The plan outlines how the Aqua Theatre Café will leverage RCCL's existing brand equity and strengths, while establishing a unique identity and position within the broader portfolio. It explains how the new venture will contribute to RCCL's overall strategic objectives.
What marketing and operational strategies are discussed?
The plan details the operational and marketing plans necessary to launch and promote the Aqua Theatre Café. This includes marketing strategies, operational procedures, and staffing requirements for successful implementation and operation of the venue.
What are the key words associated with this brand plan?
Key words include Royal Caribbean Cruise Line, Aqua Theatre Café, experiential marketing, brand development, country of origin effect, cruise market, London, West End, entertainment, dining, innovation, brand portfolio, target audience, market analysis, brand positioning, and marketing strategy.
What chapters are included in the brand plan?
The brand plan includes chapters covering an introduction to the Aqua Theatre Café, brand development, brand positioning, target audience analysis, market analysis (including leisure, performing arts, and restaurant markets), the new brand's place within the RCCL portfolio, and the operational and marketing plan for launch and ongoing success.
- Quote paper
- BA Global Marketing Matteo Fabbi (Author), 2010, Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café, Munich, GRIN Verlag, https://www.grin.com/document/180650
