Royal
Caribbean
When Royal Caribbean wanted to measure how well out of home advertising drove its message home, the brand turned to OUTFRONT. With a campaign that included digital transit, traditional static bulletins, and spectaculars in the heart of midtown Manhattan, the cruise line sought to improve brand health metrics throughout the conversion funnel, from all the way from awareness to intent.
56%
Ad Recall
Source
MFOUR, 2024
MFOUR, 2024
+30%
Brand Affinity Lift
Source
MFOUR, 2024
MFOUR, 2024
+23%
Consideration Lift
Source
MFOUR, 2024
MFOUR, 2024
+28%
Booking Intent Lift
Source
MFOUR, 2024
MFOUR, 2024
Market
Media Used
Campaign Duration
Methodology
New York City
Media Used
Digital Bulletins, Digital Screens
Campaign Duration
Ten weeks (February 12 to April 28, 2024)
Methodology
Control vs. Exposed
- The 56% ad recall rate outperformed MFour’s 34% benchmark for the travel category.
- The campaign increased brand awareness among those exposed, both aided (+13%) and unaided (+28%).
- Exposure to the ads lifted brand affinity by 30%. Further down the funnel, the campaign also increased consideration (+23%) and booking intent (+28%).
- Royal Caribbean’s target audience, consumers with a $75K+ HHI, saw the highest lifts across the board.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.
- The campaign increased brand awareness among those exposed, both aided (+13%) and unaided (+28%).
- Exposure to the ads lifted brand affinity by 30%. Further down the funnel, the campaign also increased consideration (+23%) and booking intent (+28%).
- Royal Caribbean’s target audience, consumers with a $75K+ HHI, saw the highest lifts across the board.
DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS. WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE.