MAM
Royal Caribbean International receives EFFIE award
MIAMI: Royal Caribbean International received the New York American Marketing Association’s Silver EFFIE Award a few days ago for its Alaska Get Out There advertising and marketing campaign .
The EFFIE –considered a top honour in the marketing industry — signifies a campaign’s creative excellence and effectiveness in meeting business objectives. Last year, Royal Caribbean received the Gold EFFIE for its Get Out There campaign.
Royal Caribbean International senior VP marketing and sales Dan Hanrahan has been quoted in an official release saying: “We are honoured to receive recognition for this dynamic campaign that has proven successful even beyond our original objectives. The campaign has helped us significantly increase brand awareness. And more importantly, it has helped us show Americans what the Royal Caribbean experience is all about; and get them excited about the adventures they can have on a Royal Caribbean cruise.”
The Alaska Get Out There campaign, created by Arnold Worldwide, is an extension of the original Get Out There initiative launched three years ago. The aim was to reposition the brand; dispel consumer misperceptions of cruising; and generate increased demand for Royal Caribbean.
The campaign’s TV spot opens with two men clinging to the edge of a glacier, with one urging the other to: “Go on, leave me.” A female voice interrupts them saying: “If you two don’t cut it out, I’m going to be late for my massage.” The camera pans up to reveal a Royal Caribbean ship in the background and cuts to fast-paced action-shots of the vacationers climbing the ship’s rock wall, glacier trekking, dog sledding and exploring Alaska’s interior by train car.
The commercial ends with a voice-over tag: “Somewhere between the glacier hiking, the dog sledding, the train tours and the rock wall, it hits you. This is way more than a cruise. See for yourself at royalcaribbean.com and get out there.”
Royal Caribbean and Arnold Worldwide designed the campaign to appeal to consumers the company has identified as “Explorers” — active and adventurous people of all ages and backgrounds who want to do, learn and experience more on vacation. The integrated effort utilises a variety of media including print, television, the Internet and the company’s Crown & Anchor loyalty programme.
Nearly 300 of the US’ top advertising and marketing executives reviewed the campaigns submitted for EFFIE award consideration. EFFIE entries increased by 25 per cent this year, making 2003 one of the toughest competitions ever.
Winning campaigns incorporate all aspects of a successful marketing programme — planning, market research, media, creative and account management — and demonstrate a partnership between agency and client in creation, management and building of a brand.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
