Data and Customer Experience Set Sail, as FCB/SIX Cruises to New Account Win
Upmarket travel brand Azamara Club Cruises selects FCB/SIX following a competitive review.
Data-first creative group FCB/SIX has been named North American agency of record for Azamara Club Cruises. Following a competitive review with six agencies, the Canadian agency was selected by the Miami-based head office of Azamara.
The agency was selected on the basis of its expertise in combining data-driven insights with leading-edge technology and creative to drive strong customer acquisition and loyalty retention.
FCB/SIX will take on creative development and execution of all of Azamara’s consumer marketing and trade communications, including 1:1 e-mail and direct marketing; marketing automation; connections with past guests via its loyalty program, Le Club Voyage; and development of key sales tools and videos.
FCB/SIX will implement new technologies to improve guest experience, and continue to build the brand’s personality and voice. In addition to technology and creative insight, they will use enhanced personalized data to increase both the brand’s relevance and impact of their communications.
Vicki Waschkowski, Managing Director of FCB/SIX, says that Azamara perfectly aligns with the agency’s desire to work with strong customer-forward clients. “At FCB/SIX we focus on creating intimate brand relationships with customers,” says Waschkowski. “Azamara demonstrates this same commitment to its guests, both on-board and on-shore. Together we can leverage the integration of data, technology and creative to drive strong results from their marketing initiatives.”
The account win coincides with a major brand repositioning for Azamara, a luxury cruise line that is a division of Royal Caribbean Cruises Ltd. The new “Stay longer. Experience more.” positioning reflects Azamara’s expertise in “Destination Immersion,” which enables guests to more fully experience cruise destinations through longer port stays and more overnight experiences.
“There was no contest in the choice for FCB/SIX,” says Signe Bjorndal, Director of Global Marketing and Public Relations for Azamara. “With the rise in demand for experience-focused travel and Azamara’s place in the Royal Caribbean group of companies, our brand is poised for a great evolution in terms of our brand positioning and guest experiences. Because of its unique focus on data, creativity and technology, we felt FCB/SIX was the perfect partner to help us scale that evolution.”
FCB/SIX (www.fcbsix.com) is FCB’s data first creative group. FCB/SIX specializes in developing omni-channel communications that leverage technology and data to deliver meaningful 1:1 interactions and engagement. Bringing together creativity with automation, FCB/SIX helps their client partners transform marketing cost-centers into profit-centers. FCB/SIX is part of the FCB Canada group of companies.
About Azamara Club Cruises
Azamara Club Cruises is a brand of Royal Caribbean Cruises Ltd. (NYSE: RCL), a global cruise vacation company that also owns Royal Caribbean International, Celebrity Cruises, Pullmantur, and CDF Croisières de France, as well as TUI Cruises through a 50 percent joint venture. Together, these six brands operate a combined total of 47 ships with an additional twelve on order. They operate diverse itineraries around the world that call on approximately 460 destinations on all seven continents.