Hulsbosch Creates Royal Caribbean Brand TVC For China

Hulsbosch Creates Royal Caribbean Brand TVC For China
SHARE
THIS



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.

Hulsbosch Credits:

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

 

Latest News

M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]