Campaign: Hulsbosch presents ‘Rock and Royal’

Campaign: Hulsbosch presents ‘Rock and Royal’

Fresh from her multi-million dollar makeover, Voyager of the Seas celebrated her arrival in Sydney Harbour for the cruising season. To reward loyal fans, Royal Caribbean hosted an exclusive party, the world’s first Facebook party at sea.

Angela Alexander
Posted by Angela Alexander

It was an opportunity to enjoy an overnight cruise for 50 fans and their friends and also be one of the first to experience all the latest and greatest on Australian mega-liner, Voyager of the Seas.

The ship’s arrival implemented the Hulsbosch promotional concept, which was developed from extensive media planning for social channels and created an event that had abilities to attract broader media appeal. The Hulsbosch team developed all creative assets and coordinated event logistics and production. In addition Hulsbosch managed talent negotiations and contracts for the event.

Fans won a spot as a Royal Party-goer by voting for their favourite party track. Thousands of fans answered the call and 50 were selected to ‘Rock and Royal’. On the big day, 100 Facebook fans along with a mixture of 1000 trade and media guests boarded at Sydney’s Overseas Passenger Terminal to enjoy the various activities on board.

The VIP guests embraced ‘It’s Time To Rock and Royal’ and social media lit up announcing that this was a party of the year. Cleo magazine tweeted: ‘We’re on a boat! Checking out the amazzzzing Voyager of the Seas. Not a bad view!”

Whether the guests were hanging from the rock-climbing wall to being wowed by the ice-skating shows or indulging in one of the many specialty dining restaurants, there was plenty of fun to be had.

As the sun set, Royal Caribbean International revealed their special guests. A live performance by Australian music sensation and 2014 ARIA nominee, Nathaniel with a support act by X Factor runner-up Reigan Derry. To kick-start the party, Nathaniel took to the stage and sang the No.1 voted party track by fans, ‘Happy’ by Pharrell Williams.

The night consisted of fireworks overlooking Sydney Harbour followed by a Dreamworks parade and a tropical street party along the Royal Promenade.

A video wrap of the event was shared through social and digital channels the same week, as well as through travel and entertainment media blogs, to create hype around the event and drive awareness with new to cruisers. A resultant 217,451 total video views on Facebook and YouTube culminated in substantial results for the party at sea promotion.

The Royal Caribbean International launched their first local brand campaign called “It’s Royal Caribbean Time” last year to increase awareness of its holiday product and lead the ever-expanding cruise sector in Australia. Created by Hulsbosch, the first phase of the wide-ranging campaign launched in October 2014 and continues to the end of March 2015.

Hulsbosch Credits:

Hans Hulsbosch, Executive Creative Director

Linda Jukic, Creative Director

Julia Clyde, Account Director

Samantha Pang, Account Manager

Hyugo Hayashi, Account Manager