Phoenix Marketing Cruise Lines Advertisement Research Shows Smooth Sailing for Some,
Rough Waters for Others
TV Ads with Largest Investment Not Necessarily Most Effective
Somerset, NJ – September 9, 2008 – Phoenix Marketing’s Travel and Leisure Practice today announced the results of its Cruise Line Advertising Performance Index (AdPi) Audit. This research, which combines brand performance, advertising performance, and copy testing in a single tracking study, showed that a high ad spend in either television or print did not always translate into significant increases in purchase consideration.
The study, conducted by Phoenix International’s Travel Research Practice, measured consumers’ reactions to actual ads in a variety of media for Royal Caribbean, Celebrity Cruises, Carnival, Norwegian, and other cruise lines. Three ad campaigns received AdPi scores well above average. For TV, the highest-rated ads were Norwegian Cruise Lines’ “Change Your Routine” and Royal Caribbean’s “Way More than a Cruise”. For print ads, Celebrity Cruise Lines’ “Imagine…” ranked in the top spot.
“A common thread among these three successful campaigns is their ability to generate significant positive brand perceptions as well as higher-than-average levels of purchase consideration,” commented Steven Marks, Vice President of Phoenix Marketing’s Travel and Leisure Practice.
The study included the ad spend for each cruise line and mapped that spend to consumers’ reactions. Consumers were asked if they would want to book a cruise, if the ad was worth seeing again, and if the ad was inspiring or worth talking about.
The AdPi approach then factors in actual ad spending to help companies determine overall in-market ad impact and success. AdPi scores show each ad’s strengths and weaknesses, which can be evaluated against the respective ads’ objectives.
“The Phoenix Cruise Line AdPi Audit allows the client to test ads before spending of millions of dollars on media buys,” stated Marks. “The AdPi projects a definitive Return on Marketing Investment (ROMI) that can make or break a marketing campaign.”
The top TV and print ads can be seen by visiting http://www.phoenixmi.com/pdf/cruiseads.html.
About Phoenix Travel and Leisure – Cruise Lines Facts Sheet
Phoenix’s Travel and Leisure research team partners with clients in global and domestic markets across the hotel, airline, and entertainment destination industries. Together we work to understand the social, economic, and competitive factors impacting business today.
About Phoenix Marketing International (www.phoenixmi.com)
Founded in 1999, Phoenix Marketing International is one of the fastest growing marketing services firms in the United States. Phoenix is a partner to many of the largest companies in the Affluent, Automotive, Converged Technology, Financial Services, Healthcare, Media Research, Multicultural, and Travel and Leisure markets. With offices across the United States, Phoenix offers Market Accelerators that include advanced advertising, brand measurement, and direct marketing expertise.
Phoenix Marketing International Contact:
Steven Marks
Vice President, Phoenix Travel and Leisure
973-214-5170
Press Contact:
Ray Graber
Graber Associates LLC
781-221-0018