Royal Caribbean Cruise Lines 2002 Annual Report Download - page 7

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5
ROYAL CARIBBEAN CRUISES LTD.
will conclude our current expansion in June
2004 and lift us above 60,000 berths.
We completed a $20-million renovation of
CocoCay, our private island in the
Bahamas, with new snorkeling and water-
sports facilities, a new dining venue, and
additional bars and shops. Enhancements
to our distribution system powered our
2002 performance. Specifically, we reor-
ganized and expanded our 158-person sales
force to become the largest and strongest in
the industry. Our travel-agent-only web-
site www.cruisingpower.com was upgraded to
consolidate all online communication with
travel agents. In a distinctive marketing
effort that doubled awareness of the
Celebrity Cruises brand, we targeted savvy
travelers in “A True Departure” campaign.
Meanwhile, Royal Caribbean International
continued its acclaimed “Get Out There”
advertising campaign and also launched
communication of GOLD Anchor Service
to emphasize the outstanding, friendly
service that has pleased millions of guests
for more than 30 years.
DEPLOYMENT STRATEGIES
Flexibility in deployment – a unique strength
of the cruise industry – enabled us to open or
expand promising markets in 2002. This was
especially true in Galveston, Texas, where
Rhapsody of the Seas established our first year-
round homeport on the Gulf of Mexico,
and in Baltimore, where Galaxy cultivated a
following on Chesapeake Bay. Galaxy also
tapped an emerging market in Charleston,
South Carolina. By targeting large popula-
tions within driving distance of U.S. ports,
cruising has maintained high occupancy
rates even when some vacationers are reluc-
tant to fly to embarkation ports.
Other winter deployments in the Gulf of
Mexico in late 2002 included Nordic Empress and
Horizon in Tampa, Splendour of the Seas in
Galveston, and Grandeur of the Seas in New
Orleans. In June 2003, we will re-establish our
presence in Los Angeles with short cruises to
Mexico on Monarch of the Seas.
We will deploy five ships and almost 10,000
berths in Europe this summer – three ships