Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept: The Aqua Theatre Café PDF Download

Author: Matteo Fabbi
Publisher: GRIN Verlag
ISBN: 3656055890
Category : Business & Economics
Languages : en
Pages : 33

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Book Description
Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 70%, University of Westminster (Westminster Business School ), course: Branding Management, language: English, abstract: 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.

Author: Matteo Fabbi
Publisher: GRIN Verlag
ISBN: 3656055963
Category : Business & Economics
Languages : en
Pages : 69

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Book Description
Seminar paper from the year 2010 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 70%, University of Westminster (Westminster Business School ), course: Branding Management, language: English, abstract: 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 Caf ', 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.

Author: Matteo Fabbi
Publisher: GRIN Verlag
ISBN: 3656055882
Category : Business & Economics
Languages : en
Pages : 26

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Book Description
Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, grade: 70%, University of Westminster, course: Branding Management, language: English, abstract: Corporate brands are defined by many as one of the most fascinating phenomena of the 20th century’s business environment. In today’s reality they are also considered sometimes as a religion, a belief, or even a lifestyle; they are adored, venerated, and coveted, by people and organizations alike (Keller, 2008). Balmer in his article Corporate Brands: what are they? What of them? (2003), defined corporate brands as a product of an organization's corporate strategy, mission, image, and activities, which communicates brand’s values and in the meantime affords a means of differentiation from their competitors. It is also said to enhance the esteem and loyalty of the stakeholders for the organization. This paper will give an examination of the nature, the typology and the management of a well known corporate brand operating in the Tourism industry: Royal Caribbean Cruises Line Ltd (RCCL). Adam Weaver in his article Complexity at sea: Managing brands within the cruise industry (2008), stresses how in the late eighties, corporate consolidation within the cruise industry, had as a result many cruise brands to be a part of a brand portfolio. In the complexity of the cruise industry, culture, languages and country of origins represent a major challenge for managers when adapting their brands across an international environment and portfolios are always bigger (Weaver, 2008). Originally Royal Caribbean Cruise LTD’s strategy to overcome the complexity of this issue has been to opt for a Global brand strategy instead of a multiple decentralized local brands strategy, which on the other hand, has been Carnival Corporation’s main strategy, also main RCCL competitor, as well as market leader for the global cruise industry (Weaver, 2008). However some of the latest operations made by RCCL have suggested a fundamental shift on RCCL brand strategy, which will be a focal point for the second part of this report. Before that, an indication about the size of the industry and an introduction of its main players will be essential in order to understand the dynamics that influence portfolio management strategies.

Author: B. Martin Pedersen
Publisher: Graphis Incorporated
ISBN: 9781931241373
Category : Design
Languages : en
Pages : 272

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Book Description
The fifth edition of Brochures presents international designers and showcases complete design solutions and techniques employed. This collection includes more than 250 full spreads which illustrate the complete impact of each brochure through close-ups, covers and inside spreads. The Annual's commentary section explores the unique facet brochures bring to the design arena, including interviews with leading experts: Japanese designer Taku and Satoh and Anders Kornestedt of Finnish Happy F&B; and a discussion between photographer Terry Vine and designer Lana Rigsby. A complete index provides the names of creative personnel, clients, printers, paper specs and coordinates of design firms.

Author: Anni Ahola
Publisher: LAP Lambert Academic Publishing
ISBN: 9783845403267
Category :
Languages : en
Pages : 152

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Book Description
The purpose of this study is to figure out a new kind of a cruise line business model that can be used by cruise line organizations in their business planning processes. The objective is to find out general frameworks and theories from the literature that could be applied to the empirical part of the study. Mainly, the goal is to examine tourism growth, current cruise line business, consumer behavior and service industry in order to form this business model especially for Royal Caribbean Cruise Lines Ltd. (RCCL). One of the most significant things is to examine people's requirements and needs towards tourism, cruise lines and service industry, since they reflect to the business planning and strategy making that eventually lead to competitive advantages in the markets. China and Russia are taken as case country examples, so the model developed through the literature part of the study is used, generating specific results and proposed business models for these countries. The study is consumer-driven since it takes the cultural factors into account together with general patterns in those markets.

Author: Insight Guides
Publisher: Insight Guides
ISBN: 9781785732324
Category : Travel
Languages : en
Pages :

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Author: Rick Steves
Publisher: Rick Steves
ISBN: 1631213822
Category : Travel
Languages : en
Pages : 1388

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Book Description
Set sail and dive into Europe's magnificent port cities with Rick Steves Mediterranean Cruise Ports! Inside you'll find: Rick's expert advice on making the most of your time on a cruise and fully experiencing each city, with thorough coverage of 23 ports of call Practical travel strategies including how to choose and book your cruise, adjust to life on board on the ship, and save money Self-guided walks and tours of each port city so you can hit the best sights, sample authentic cuisine, and get to know the culture, even with a short amount of time Essential logistics including step-by-step instructions for arriving at each terminal, getting into town, and finding necessary services like ATMs and pharmacies Rick's reliable tips and candid advice on how to beat the crowds, skip lines, and avoid tourist traps Helpful reference photos throughout and full-color maps of each city Useful tools like mini-phrasebooks, detailed instructions for any visa requirements, hotel and airport recommendations for cruise access cities, and what to do if you miss your ship Full list of coverage: Provence, Marseille, Toulon and the Port of La Seyne-sur-Mer, Cassis, Aix-en-Provence, Nice, Villefrance-sur-Mer, Cap Ferrat, Monaco, Cannes, Antibes, Florence, Pisa, Lucca, the Port of Livorno, Rome, the Port of Civitaveccia, Naples, Sorrento, Capri, Pompeii, Herculaneum, the Amalfi Coast, Venice, Split, Dubrovnik, Athens, the Port of Piraeus, Mykonos, Santorini, Corfu, Olympia and the Port of Katakolo, Crete and the Port of Heraklion, Rhodes, Istanbul, Ephesus, and The Port of Kusadasi Maximize your time and savor every moment in port with Rick's practical tips, thoughtful advice, and reliable expertise. Heading north? Pick up Rick Steves Scandinavian & Northern European Cruise Ports.

Author: Stephen J. Page
Publisher: Routledge
ISBN: 1317665929
Category : Business & Economics
Languages : en
Pages : 488

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Book Description
One of the leading texts in the field, Tourism Management is the ideal introduction to the fundamentals of tourism as you study for a degree, diploma or single module in the subject. It is written in an engaging style that assumes no prior knowledge of tourism and builds up your understanding as you progress through this wide ranging global review of the principles of managing tourism. It traces the evolution and future development of tourism and the challenges facing tourism managers in this fast growing sector of the world economy. This book is highly illustrated with diagrams and colour images, and contains short case studies of contemporary themes of interest, as well as new data and statistics. This fifth edition has been revised and updated to include: new content on: sports, festivals and event tourism, social media impacts on tourism and the effects of the global economic downturn on tourism, as well as emerging themes in tourism such as slow travel, dark tourism, volunteer tourism and medical tourism updated case studies on BRIC markets and new case studies from the Middle East and Asia enhanced tourism and sustainable development coverage, which runs throughout the book as a major theme, highlighting the challenge of climate change and future tourism growth transport section with more international perspectives from China and South America an updated companion website with: additional case studies, quizzes, PPTs, further reading, web reading and video links, and longer reflective case study per chapter to aid both teaching and learning.

Author: N. Wijnolst
Publisher: IOS Press
ISBN: 1586039431
Category : Business & Economics
Languages : en
Pages : 844

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Book Description
There were not many textbooks on shipping available for the students in the early 1990s. Therefore it was decided to write Shipping in 1996. One year earlier, Niko Wijnolst had published Design Innovation in Shipping, based on work at the Delft University of Technology. The two books together offered a comprehensive insight and overview into the dynamics of global shipping and maritime innovation. Although the core of the books held its value, it was decided to make an update of the two books and merge them into one new textbook, Shipping Innovation, destined for a broad specter of maritime students and professionals. Some substantial new parts were added, as well as some new contributions by other writers. This textbook offers a one-stop-shopping experience to those students and professionals who wish to get acquainted with the multifaceted aspects of global shipping and its everlasting innovation dynamics. Some of the new contributions are the mission-based design process of a Panamax containership and a ro-ro vessel; sustainable shipping and innovation; and an innovation case-study on the revolutionary design of a ballast-free ship.

Author: George B. Bradt
Publisher: John Wiley & Sons
ISBN: 1119223253
Category : Business & Economics
Languages : en
Pages : 186

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Book Description
Entering a new leadership role? Leading a reorganization or integrating teams? Get better results faster by building and implementing your 100-Day Action Plan Your first 100 days in a new leadership position are critical, as they set the foundation for your team's success going forward. The New Leader's 100-Day Action Plan helps you start gaining traction even before your first day in a new job. The playbook gives you a concrete strategy for getting a fast start—engaging the culture, setting direction, aligning the team, avoiding common missteps, and delivering results. This new fourth edition has been updated with new graphics and downloadable tools, and expanded with new information learned from real-world clients over the past twelve years. Many organizations, regardless of size, industry, or geography, realize that it is strategically imperative to effectively onboard leaders into new roles and combine teams during M&A and reorganization. New thinking for new teams provides ways to get quick results with key business initiatives, and new discussions on cultural fit and evolution to help you better contribute to your organization's success. Updated stories and case studies provide real-life glimpses at how successful leaders navigate tricky situations, and extensive online tools point you toward additional resources as the need arises. 40 percent of new leaders fail within the first eighteen months on the job. When a new leader drops the ball, it's at the expense of the team, the organization, and the leader's track record. Successful leaders start leading and delivering immediately. This book shows you how to start getting results right away and dramatically increase your chances for success—by systematically shaping your leadership with intent. Take control from the start Expect the surprises and avoid the mistakes Manage your message and shape culture Set direction and build an aligned leadership team Fuel momentum and deliver results Your new leadership role begins the moment you accept the offer, the deal is done, or the re-organization is announced. The New Leader's 100-Day Action Plan gives you a concrete framework for successful leadership and a clear roadmap to the critical first 100 days.