Royal Caribbean Cruise Line (RCCL) - Brand plan for a new concept

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.