The Direct Marketing Association and its Association for Interactive Marketing subsidiary on yesterday honored advertising agency Arnold Worldwide for a multichannel campaign for client Royal Caribbean cruise line's Web site.
The agency's “Get Out There” campaign won the 2002 Multichannel Marketing Excellence Award at a presentation at the DMA's net.marketing Conference & Exhibition at the New York Hilton & Towers.
This is the first time the DMA and AIM are honoring marketers for using multiple channels to drive their brand and garner return on investment.
Arnold's media campaign included on-site brochures, direct mail, e-mail, magazines, newspapers, outdoor, broadcast, the Internet and an outreach to travel agents to change consumers' perceptions of cruises. All media and marketing sought to drive traffic to http://www.royalcaribbean.com.
From this campaign, Royal Caribbean claimed brand preference improved 68 percent, bookings grew 45 percent over the stated goal and traffic to royalcaribbean.com rose 400 percent over the goal.
R/GA, New York, took second place in this multichannel award with The Cat Chow Mentor Program for client Nestle Purina Cat Chow. Print, broadcast and wireless ads drove heavy traffic to catchow.com, building brand awareness among multiple cat owners.
The DMA called the Cat Chow campaign one of the first “substantial attempts” to use the PDA/wireless channel to personalize and communicate with a consumer package goods marketer.
Other finalists were RF/Binder for client Tapestria, Roska Direct for P&G Pharmaceuticals and Quaro for Grupo Posadas.