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Royal Caribbean Cruises Ltd. Selects Protagona Worldwide’s High-Performance Marketing Solution

Added: (Wed Jun 20 2001)

Pressbox (Press Release) - Royal Caribbean Cruises Ltd. Selects
Protagona Worldwide’s High-Performance Marketing Solutions

Protagona EnsembleTM to enhance customer communications across touch-points and provide higher return on marketing investment

Protagona WorldwideTM, global leader in the development of high-performance marketing campaign software, announced today that Royal Caribbean Cruises Ltd. (RCCL), a global cruise holiday company based in Florida, has selected the Protagona Ensemble suite to provide higher return on investment on its marketing campaigns.

RCCL plans to implement two of the suite’s modules: ProducerTM, a fully integrated campaign management application allowing the creation of a unified view of RCCL’s customers across multiple channels, including direct mail, and eCastTM, a marketing application for sending targeted, one-to-one permission-based email messages to customers and prospects.

With the travel and leisure industry becoming increasingly competitive, the in-house technology and service bureaux that RCCL has been using for marketing purposes in the past have proved inadequate. Protagona Ensemble will help RCCL operate in a consistent manner across touch-points, ensuring the best form of communication with individual customers, and that marketing expenditure is invested where it is most likely to earn the highest return.

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Protagona Worldwide is providing the solution in conjunction with New York-based Rapp Collins Worldwide (RCW), a global supplier of direct response and integrated marketing services. By linking Protagona Ensemble with RCW’s DaVinci loyalty management system, RCCL can get a complete view of its guest relationships and offer more timely and personalised promotions appealing to the stated preferences of its guests.

“An increasing number of available leisure travel options place a premium on timely, personalised marketing,” said Barbara Shrut, Vice President of Customer Loyalty for RCCL. “Protagona Worldwide’s people, process and technology ensure that our promotional activity is well-timed and targeted, ultimately yielding higher revenue at a lower cost.”

“After careful evaluation of general purpose CRM suites, Royal Caribbean recognised the need for a better, high-performance tool,” said Tim Suther, President of North America for Protagona Worldwide. “Our CRM solutions have consistently enabled our clients to achieve superior return on investment versus the alternatives. We are delighted to support Royal Caribbean’s innovative application of high-performance marketing solutions in the travel and leisure industry.”

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Note to editors:

About Royal Caribbean Cruises Ltd.:
Royal Caribbean Cruises Ltd. is a global cruise vacation company that operates Royal Caribbean International, Celebrity Cruises, and Royal Celebrity Tours. Royal Caribbean International and Celebrity Cruises have a combined total of 21 ships in service and eight under construction or on firm order. Royal Celebrity Tours operates land-tour vacations in Alaska utilising the world’s largest glass-domed railcars.

For more information on Royal Caribbean Cruises, please contact Lynn Martenstein by phone +00 1 305 539 6570 or email her at lmartens@rccl.com. You can also visit www.royalcaribbean.com, www.celebritycruises.com or www.rclinvestor.com.

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About Protagona Worldwide:
Protagona Worldwide provides marketing solutions that enable organisations to achieve measurable business impact from their marketing activities. With major operations in North America, Europe, Australia and Hong Kong, the company has built a professional team of marketing and technology professionals that has developed and installed powerful technology solutions around the world. Protagona Worldwide serves customers in all major vertical market segments.

The company’s flagship product suite, Protagona Ensemble, empowers clients to execute optimised marketing campaigns using multiple channels, including the Web, call centers, direct sales and traditional direct marketing. Producer plays the lead in Protagona Ensemble creating a bridge between the company’s customer intelligence assets and touch-point applications such as SFA, call centers and e-commerce. This bridge provides a means to coordinate, optimise and evaluate the activities of all of the enterprise’s touch-point systems.

Protagona Worldwide is a wholly owned subsidiary of Recognition Systems Group plc, which is quoted on the London Stock Exchange under the symbol “RGS.L.”


Protagona is a registered trademark of Protagona Worldwide Limited. Protagona Ensemble, Producer and eCast are all trademarks of Protagona Worldwide Limited.


Stuart Campbell or Beth Spencer
Portfolio Communications
Russell Chambers, The Piazza
Covent Garden
London WC2E 8AA
Tel: 0207 240 6959

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