The world’s largest cruise brand Royal Caribbean International and its China operation Royal Caribbean Cruises Service (China) Company Limited, launched today a dynamic new brand campaign.
The first ever brand campaign for delivery to the China market is titled ‘Cruise Extraordinary’ created in Sydney by award-winning communications agency Hulsbosch.
The compelling brand platform ‘Cruise Extraordinary’ amplifies a premium brand image for the leading cruise operator in China. Combined with an execution that is a uniquely bold statement, it presents a distinctive new view from the old perception of quiet and slow pace of cruising for Chinese audiences.
The campaign’s visually epic and fast paced 60sec/30sec TVCs intends to secure significant audience reach with broadcast scheduled in prime time on major channels throughout China including Hong Kong. Also reaching a significant Chinese and global audience for the agency’s work will be from OTV (online television/digital streaming).
The Hulsbosch team developed and created all assets, also coordinating production for the TVC’s China launch.
The concept ‘Cruise Extraordinary’ was developed from extensive research and focus group discussions in the key cities of Shanghai, Beijing, Guangzhou and Hong Kong. Building awareness and preference for the brand, its messaging positions the business as a contender for market share and primarily drives a competitive edge toward gaining market dominance in Asia.
Its engagement and appeal is distinctly targeted for a burgeoning audience of middle class Chinese professionals who are seeking stimulating holidays and are increasingly demanding completely different cruise experiences. Their desire to be part of the ‘extraordinary’ is communicated via tech-driven activities and new-age holiday adventures on board the world’s biggest cruiseships.
The strong aspirational tone of the script brings to life the brand story and captures Royal Caribbean Cruises Service (China) extraordinary cruising experience. It showcases first-at-sea experiences such as RipCord by iFLY the first ever sky-diving simulator and North Star the jewel-shaped capsule that features breathtaking 360 degree views.
Filmed on board Quantum of the Seas that departed Shanghai for Okinawa, Japan; the upbeat TVC soundtrack is titled ‘Love My People’ performed by rising star Los Angeles-based artist Crown. Shanghai-based dancers perform lively choreography that reflects the big and active tone of the campaign.
Hans Hulsbosch, Hulsbosch, ECD said, “What an elaborate TVC shoot – it presented challenges. Filming on a full to capacity ship with 4,160 passengers and almost 2,000 on-board staff and on top of that a cast and film crew of 120 people, it was a big-scale plan. I admire everyone’s efforts in achieving such a seamless production and stunning result.
“This is a completion of a year’s work with monthly visits to the Shanghai-based office of Royal Caribbean and included dedicated and exceptional strategy work by Account Director Louise Han.”
The work is a demonstration of client partnering for a global brand and creating relevant solutions for the China market. The Royal Caribbean HQ in Miami thoughtfully looked to their current communications partner Hulsbosch, to create the campaign for China.
Hulsbosch added, “After a seven-year association, Royal Caribbean International looked to our expertise to replicate the Australian success in China. This is a business opportunity on a whole new level.
“It’s great to see the China market embracing the concept of branding and I am delighted that our experience has helped elevate it. The last 12 months have been an incredible journey of understanding Chinese consumers.”
A study from the Cruise Lines International Association (CLIA) examined the cruise industry in Asia. The study revealed that 52 cruise ships would operate in Asia in 2015, a compound growth of 10 per cent since 2013. Additionally, the number of days cruise ships operate has increased from 4,307 in 2013 to 5,824 in 2015. From 2012 to 2014, the number of Chinese passengers grew 79 per cent each year. In 2014 alone 697,000 passengers hailed from China.
The brand campaign ‘Cruise Extraordinary’ and its impactful TVC is underpinned with a multi-million (US) dollar media spend; and is also supported across direct marketing channels including full-colour brochures.
Hans Hulsbosch – Executive Creative Director
Linda Jukic – Creative Director
Chris Round – Copy Writer
Louise Han – Account Director
Jaid Hulsbosch – Managing Director
TVC Production Credits:
Director – Michael Gracey / Jesse James McElroy
Production: Moth / Godmother / Rabbit
Post production – Black bird / White Chocolate
Audio mix – We love JAM
Director of Photography – Rain Li
Offline editor – Thomas Eagles
Choreographer – Ashley Wallen