MAM
‘Get Out There’ gets Gold EFFIE for Royal Caribbean
Royal Caribbean International has received the New York American Marketing Association’s Gold EFFIE Award for its “Get Out There” advertising and marketing campaign – widely considered to be the top advertising effectiveness award within the US’ advertising and marketing circles.
Royal Caribbean’s “Get Out There” campaign, created by ad agency Arnold Worldwide, which highlights the active and involved vacation experience guests can have on a RC cruise, was launched to generate increased demand for Royal Caribbean vacations during a time of unprecedented growth within the company and the cruise industry itself.
The campaign, that includes print, television, radio, website, and Internet marketing, is credited with successfully targeting a consumer mindset and significantly increasing brand preference and web traffic, as well as driving strong financial results for Royal Caribbean.
Royal Caribbean launched the “Get Out There” campaign in 2000, positioning the brand as an adventurous and active vacation experience. Its television commercials depict people swimming with stingrays in the Caribbean, hiking on glaciers in Alaska, and ascending rock-climbing walls, rollerblading, and ice skating on board their ships. The commercials direct people to the Royal Caribbean website, where they can experience a virtual cruise, including parasailing, sea kayaking and dogsledding.
Presented annually since 1968, the EFFIE Awards are the only awards of their kind to recognise the year’s most effective advertising and marketing campaigns that meet and exceed the business objectives they were designed to achieve. Over 300 of America’s top advertising and marketing executives review the campaigns submitted for award consideration in two rounds of judging, and select gold, silver and bronze winners in over 40 categories. Royal Caribbean’s Gold EFFIE Award was presented in the Travel/ Tourism/ Destinations category, which covers cruises, hotels, resorts, amusement parks, recreational activity and travel tours.
Winning campaigns need to combine all the disciplines that enter a successful marketing programme: planning, market research, media, creative and account management. EFFIE winners also demonstrate a partnership between agency and client in creation, management, and building of a brand. EFFIE Award competitions are held in the United States and 20 countries throughout Europe, Latin America and the Asia-Pacific rim. EFFIE stands for ‘effectiveness in advertising’.
Brands
Thermocool brings cool factor to Vande Bharat and Anand Vihar
Home appliance giant makes a splash with train and station branding campaign
NEW DELHI: Thermocool Home Appliances Ltd is turning heads and catching eyes with a unique branding push on the Vande Bharat Express running between New Delhi and Katra, alongside a striking presence at Anand Vihar Railway Station.
By pairing its name with India’s fastest and most stylish train, Thermocool is sending a clear message: innovation, comfort, and reliability are at the heart of its brand. The Vande Bharat Express, celebrated for its speed and sleek design, mirrors the qualities Thermocool promises in every home appliance. Meanwhile, the eye-catching displays at Anand Vihar station connect with thousands of daily commuters and tourists, making the brand impossible to miss.
Thermocool director of operations Tushar Gupta said, “Innovation, comfort, and customer focus have always driven Thermocool. Our collaboration with Vande Bharat Express and Anand Vihar gives us a fantastic stage to share this message with millions of Indians.”
Founded by Rajeev Kumar Gupta, Thermocool champions quality and trust, with Hindi cinema star Saif Ali Khan adding charisma as the brand ambassador. His pan-India appeal perfectly captures Thermocool’s vision of modern, aspirational living.
Thermocool director of sales & marketing Tanuj Gupta added, “Teaming up with one of India’s most iconic train services lets us showcase Thermocool to a wide audience. With Saif Ali Khan on board, we are confident this campaign will strengthen our presence in both urban and rural markets, reminding everyone that Thermocool means quality, innovation, and reliability.”
The campaign blends high-profile branding, influencer engagement, and experiential marketing, ensuring travellers notice and remember the Thermocool experience. From speeding trains to busy railway platforms, the brand is reaching consumers where they move, proving that keeping cool is always in style.
