Are the big players interested in buying smaller agencies? Well, it depends on who you ask.
TORONTO — Royal Caribbean International has recognized TLNetwork.ca as its Marketing Partner of the Year, an honour that comes on the heels of a stellar year of partnership between the two companies.
In 2017, TL Network collaborated with the cruise line to identify key consumer targets and create marketing collateral. Consumers were targeted based on a number of items, including past purchase history, familiarity with cruising, geographic locations, lifestyle and household demographics.
“These campaigns encompass print, digital and social, and truly marry all touch points to tell the right story to the right consumer at the right time,” said Stephen McGillivray, Chief Marketing Officer for Travel Leaders Group. “The campaigns walked consumers through the Royal Caribbean cruise experience while individually focusing on varying aspects of the vacation experience. We are proud of the results of our efforts this past year.”
McGillivray also noted that the organization looks forward to collaborating even more closely with Royal Caribbean to execute customer-generating marketing that will benefit the cruise leader as well as the approximately 40,000 travel agents in the TL Network agencies.
He went on to thank Royal Caribbean for its continued support of TL Network and its agents, and acknowledged that the recognition from Royal Caribbean wouldn’t be possible without the hard work and dedication of the approximately 6,800 travel agencies in the network.
“All our marketing is to support our member agencies. Remember, every Royal Caribbean consumer message we delivered during this campaign, the exclusive ‘call to action’ showcased one of our valued member agencies,” he said. “Our overall campaign goal was to help our members close more Royal Caribbean sales. When our members and Royal Caribbean both win, we win, too.”