DPCI Partners with Arnold Worldwide to Help Royal Caribbean Cruises Ltd. Identify New Digital Asset Management Solution
Royal Caribbean Cruises Ltd. needed a new system that was more intuitive to use and provided enhanced functionality to access digital assets quickly. RCCL's agency, Arnold Worldwide, turned to DPCI for its industry expertise to help support the DAM selection process.
New York, NY (PRWEB) September 10, 2007
DPCI, a provider of integrated technology solutions for organizations that need to publish content to Web, print and mobile channels, today announced that it helped Royal Caribbean Cruises Ltd. identify a new digital asset management (DAM) system to power its global marketing and advertising initiatives. DPCI teamed with Royal Caribbean Cruises Ltd's advertising agency, Arnold Worldwide, to spearhead the project which included guiding the vendor selection process for the global cruise vacation company. Royal Caribbean Cruises Ltd. operates Royal Caribbean International, Celebrity Cruises, Pullmantur and Azamara Cruises.
As part of its marketing and sales operations, Royal Caribbean Cruises Ltd. is supported by a network of several thousand travel agencies and affiliates around the world. These agencies and affiliates are responsible for promoting and booking vacation packages across the cruise line's four business units, and utilizing the company's DAM system to create marketing campaigns. While the company's previous DAM system cataloged thousands of photographs, logos, video clips, advertising templates and other corporate marketing materials, it was somewhat challenging to navigate. Royal Caribbean Cruises Ltd. needed a new system that was more intuitive to use and provided enhanced functionality to access digital assets quickly.
Arnold Worldwide turned to DPCI for its industry expertise to help support the DAM selection process. As part of the process, all responses from the original RFP were sent to DPCI for analysis. Upon receipt of submissions, DPCI decided that a direct comparison of all solutions were in order through their proprietary vendor analysis methodology. DPCI worked with Arnold to develop a blueprint for the needs of Royal Caribbean Cruises Ltd's DAM processes as well as the needs of its agents and affiliates.
"Since all of the RFP submissions contained technical jargon and information that was difficult to interpret, we focused on an easier method to analyze each vendor in relation to the needs of Royal Caribbean Cruise Ltd," said Joseph Bachana, President of DPCI.
DPCI created a series of work sheets that were used by Royal Caribbean Cruises Ltd. to compile and rate respective vendor's features and functionalities. This made it easy to match up and analyze all vendors, narrow the search, and identify the top candidate on an "apples to apples" basis.
"We now have a focused strategy that will allow us to leverage DAM to empower our network of travel agencies and affiliates to create a range of marketing campaigns that will support our sales operations on a global basis," stated Maggie Carbonnel, Manager of Consumer Marketing and Collateral at Royal Caribbean International. "DPCI's understanding of DAM was critical to ascertaining which vendor was the right fit for us."
Based on its needs and through DPCI's process, Royal Caribbean Cruises Ltd. identified the appropriate DAM vendor, and plans to formally make an announcement in 3Q 2007.
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