Source: Uptake
Will the Tupperware model work for the travel industry?
Royal Caribbean tried this marketing strategy in late summer to see if it would float. Using House Party, a consumer activation and experiential marketing company, and teaming up with Cruise Planners/American Express, the line introduced more than 14,000 consumers to a cruising experience in 1,000 homes across the country.
Most women are very familiar with the format: You invite friends into your home to attend a fun, authentic theme party — all about Royal Caribbean cruising in this case, as opposed to food prep tools, make-up, sex toys, baskets or candles. Cruise planners were on hand to answer questions, and the hosts are tracking results at microsites. These online communities also allow hosts and attendees to upload photos and talk about their experiences, thus extending the good times (and brand strength) via social media.
I’m betting the exclusive gifts and discounts on sailings Royal Caribbean offered attendees didn’t hurt, either. Nor does the fact participants earn drawing entries for every photo they post.
“We wanted and found consumers who were willing to share their enthusiasm and love of cruising with their friends and family,” said Michelle Fee, CEO and co-founder of Cruise Planners/American Express. “The hosts and guests shared their passion for travel and learned more about all the fun and activities that Cruise Planners and Royal Caribbean International have to offer.”
