Blackpool managed to pull off a significant publicity coup this week by creating a mini-drama filmed for YouTube.
The very traditional British seaside resort had the audacity to compare itself to Paris – after all they both have towers – with its J’aime La Tour film set in a Parisian-style art deco cafe using flashbacks to build a story around a French girl’s fear of leaving the town she has fallen in love with.
Tourist chiefs even believe the film will help attract visitors from France, with Blackpool standing in for the French capital in the one and a half minute film which combines humour with a mix of Lancashire and Parisian landmarks and cuisine (hot pot).
The media lapped this up of course and, despite many a disparaging remark, the Lancashire resort’s tourism chiefs will be rubbing their hands with glee over all the free publicity gained with the help of a bit of reflective piano music and a French accent (www.visitblackpool.com 
).
Was it any coincidence, I thought to myself, that Blackpool Council’s executive director of tourism and regeneration happens to be called Helen France…
But I digress. The point being that this type of viral marketing – where a company gets itself noticed through word of mouth over social networking websites – can be a compelling way of attracting customers and debunking preconceived ideas about any kind of product.
This is just one example of how the power of internet is being harnessed by travel companies to promote themselves in ways never before imaginable.
One particular cruise line is fully embracing the virtual world to build anticipation and customer demand for the world’s largest cruise ship.
A sophisticated range of online methods of communication are being deployed as Royal Caribbean International counts down to the debut of the massive Oasis of the Seas before Christmas and its sister vessel Allure of the Seas coming a year later.
While Oasis is being built in its Finnish ship yard, the line is anxious for potential passengers to get a true feel for the on board experience well in advance of the maiden voyage.
Online marketing is nothing new, of course, but the US cruise company is making full use of online social media in the build up to the launch of the first of the two 5,400-passenger mega liners in December.
When so many hundreds of millions of dollars are going into the construction of such ships, the internet is proving to be a hugely cost effective medium in reaching a global audience that will is going to be crucial if the company is to fill all 5,400 places on each weekly Caribbean departure from Fort Lauderdale in Florida from the end of the year.
The size of Oasis appears to be directly reflecting the level on online input and effort being put in by Royal Caribbean. Even the chairman Richard Fain is blogging about the ship on its dedicated website www.oasisoftheseas.com .
Then there are regular Twitter alerts , ‘webisodes’, an online weekly radio show ‘Why Not Talk About Cruise’ and a dedicated online community that allows past, present, and future cruisers the opportunity to share “Why Not” moments through personal anecdotes and photos.
All of little consequence if you don’t have access to a laptop, PC or Apple computer, but nonetheless a mightily impressive array of online armoury.
Not that Royal Caribbean is alone in impressive internet marketing, with all cruise lines adopting the latest technology in one form or another to differing degrees of success.
It’s the norm these days to be able to view virtual images of the ship you are planning to travel on, even if it hasn’t been built yet, and access details about all the facilities available plus a whole raft of other data.
For example. P&O Cruises, in its desire to attract younger passengers, has opened up a dedicated section of its website for children and teenagers.
The company has also got in on the Blackpool act by launching a YouTube channel at www.youtube.com/pandocruises with more than 200 videos.
Others are following suit as they detect a seismic shift in consumer acceptance and use of the internet, helped by a increased levels of broadband access into homes across the UK.
I’m not sure I’m quite ready to embark on my first virtual cruise from the comfort of my living room, but it can only be a matter of time.
Related posts:
- Oasis of the Seas in Southampton Visiting the Isle of Wight as I do on...
- An Oasis in Every Port It doesn’t seem that long ago that my then...
- Oasis of the Seas Cruises The naming ceremony for Oasis of the Seas is...
- Oasis of the Seas and Her Seven Godmothers Biggest isn’t always necessarily best. For example, would you...
- Hold The Front Page For Oasis of the Seas It’s impossible to have missed media coverage of the...
Leave a Comment