Royal Caribbean sets sail with an Instagram festival

Royal Caribbean sets sail with an Instagram festival
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Brand agency Hulsbosch and social media agency Circul8 have teamed up to launch an Instagram film festival for Royal Caribbean Cruises.

The Instagram festival forms part of the cruiseliner company’s ‘Designed for wow’ brand campaign, which is the cruise liner company’s biggest marketing investment Down Under to date.

The InstaFilm Festival invites people to capture 15 seconds of film that shows cruise enthusiasts’ ‘wow’ moments, then upload them using the hashtag #InstaFilmFest.

People can vote on their favourite short film and the most popular films will be celebrated at a VIP onboard screening event in February. The overall winner will a two-night cruise on Rhapsody of the Seas.

Adam Armstrong, commercial director at Royal Caribbean International, Australia, said: “As the most innovative cruise line in Australia, this particular campaign speaks directly to our positioning.”

Hulsbosch director Jaid Hulsbosch added: “The clear strategic advantages in using Instagram are in content sharing, which can generate positive brand perceptions and heighten brand awareness in this market.”

The campaign is supported by print, cinema, social media and PR.

CREDITS:

Client: Royal Caribbean International; agency: Hulsbosch; ECD: Hans Huslbosch; director: Jaid Hulsbosch; design director: Belinda Hubball; account director: Lisa Rowlinson; partner agency: Circul8; managing director: Alana Stocks; creative lead: Elizabeth Commandeur; lead designer: Fabien Gouby; account manager: Alice Mansell 

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