IQ Interactive sets sail with Royal Caribbean

[Jason]

Atlanta advertising agency IQ Interactive is helping the world's second-largest cruise company, Royal Caribbean Cruises Ltd. (NYSE: RCL), retain customers and generate business with a new digital magazine.

Launched in February, Royal Caribbean's eMagazine "Explorer" will be delivered quarterly via e-mail to the millions of people who have previously vacationed with the company.

The magazine will use video clips and animation produced by IQ Interactive to present news and feature stories about Royal Caribbean vacation and destination spots. Former guests will offer firsthand testimonials about the cruising experience, while cruise staff will discuss aspects of Royal Caribbean's trips -- such as its food, entertainment, excursions and health spas.

With technology provided by IQ Interactive, the magazine's content will be highly customized based on each customer's profile. Families will receive content focused on family vacation packages or activities. Businesses will receive information on conference packages or special seminars, and single people will receive content on the best night life or dance clubs.

Tony Quin, president of IQ Interactive, said the product was a strong marketing tool for businesses because it could track the content customers viewed from the magazine, and adjust its offerings based on the customers' preferences. Moreover, the magazine will target people already familiar with the cruise line -- a prime market for generating more business.

Source: Sarah David Spears, Atlanta Business Chronicle