Royal Caribbean Cruises Ltd. Selects Protagona

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Royal Caribbean Cruises Ltd., a global cruise vacation company based in Miami, has selected the Protagona Ensemble suite to provide higher return on investment on its marketing campaigns.

Royal Caribbean plans to implement two of the suite's modules: Producer, a fully integrated campaign management application that allows for the creation of a unified view of customers across multiple channels, including direct mail; and eCast, a marketing application for sending targeted, one-to-one, permission-based e-mail messages to customers and prospects.

According to Protagona Worldwide, Chicago, the Protagona Ensemble will help Royal Caribbean operate in a consistent manner across touch points, ensuring the best form of communication with individual customers. It also will help ensure that its marketing dollars are invested where they are likely to earn the highest return.

Protagona Worldwide is providing the solution in conjunction with New York-based Rapp Collins Worldwide, a global supplier of direct response and integrated marketing services.

By linking Protagona Ensemble with Rapp Collins Worldwide's DaVinci loyalty management system, Royal Caribbean can get a complete view of its guest relationships and can offer more timely and personalized promotions appealing to the stated preferences of its guests.


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