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Royal Caribbean goes interactive in new year TV push
Interactive television is to be used for the first time in a new year advertising campaign to be run by Royal Caribbean International.
The TV advert focuses on core brand messages of all-action activity and innovation, and includes images of Flowrider surf park on board Freedom of the Seas, the largest cruise ship in the world, which previews in Southampton next May.
The TV advertising, which breaks on January 1, is designed to showcase the line’s ships and onboard activities. It will be part of an above and below the line marketing push including press, advertorials and direct mail.
The campaign aims to attract new cruisers and encourage experienced cruisers to book their summer holiday now.
The line’s UK and Ireland head of marketing Kate Cleaver said: “Turn of year is such a key time for the cruise market and the sales window is so short that it’s critical we deliver a compelling message to our audience through the right channels.
“We’ve seen before that a mix of above the line, direct and online initiatives can help deliver this and go some way to showing how great the on board experience really is. The investment we’ve made in the brand over the past few years is paying dividends with repeat business.
“The challenge now is to deliver the message to prospects and considerers alike, that cruising with Royal Caribbean offers more to see and do than you ever expected.”
Rachel Richardson, account director at Positive Thinking, the cruise line’s creative and media advertising agency, said: “Royal Caribbean International are about to launch a new advertising campaign to support their key booking period in January.
“The campaign will go through-the-line with TV, brand and tactical press, DM and online executions. Focusing on Royal’s ‘Way more than a cruise’ brand proposition, the campaign will showcase onboard innovations in the Mediterranean and the variety of fantastic ships and itineraries that potential cruisers can choose.”
Report by Phil Davies
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