Campaign: Hulsbosch Says ‘It’s Royal Caribbean Time’
A locally produced TVC is the second phase of the wide-ranging brand campaign titled ‘It’s Royal Caribbean Time’ executed by communications agency Hulsbosch.
The new 60sec/30sec/15sec TVCs are a first in Australia for Royal Caribbean International with the TVC launching on Sunday 16 November in the Sydney and Brisbane markets.
The TVC’s script, created by Hulsbosch, brings to life the brand story and captures Royal Caribbean International’s unique cruising experience. It showcases their megaliners and the major refurbishments the ships have undergone including modern facility upgrades, amazing on-board activities and an array of dining experiences you won’t find on any other cruise brand.
The campaign positions Royal Caribbean International ‘top of mind’ for holidaymakers and appeals
to a target market of Australians who enjoy an experience-filled lifestyle and are increasingly seeking exciting, imaginative travel experiences.
Royal Caribbean International’s state-of-the-art fleet have arrived on Australian shores and a season highlight will be the reveal of a multi-million dollar bow-to-stern makeover of its biggest and most feature laden ship, Voyager of the Seas arriving in Sydney in December.
Linda Jukic, Hulsbosch creative director said: “I’m delighted that Hulsbosch as a multidisciplinary
brand agency currently offers integrated 360 campaigns. This project is a demonstration of client partnering for a global product and creating relevant solutions for the Australian market.
“The beautiful content and strong aspirational tone of the script is what we wanted to bring home.
It encapsulates the desires and dreams that inspire Australians to cruise and embodies the Royal Caribbean International spirit.
“For so long Australians have known one way of cruising but things have changed. It’s time to discover there is an alternative and that it’s an exciting holiday with Royal Caribbean International.”
The summer brand awareness campaign ‘It’s Royal Caribbean Time’ centres on the compelling TVC execution and is supported across marketing channels with extensive retail print, hard-hitting digital
and high-rotation social activations.
Sean Treacy, regional commercial director Asia-Pacific at Royal Caribbean International said:
“Over the past five years, Hulsbosch’s tactical campaigns for Royal Caribbean International have achieved extraordinary results and our partnering continues to evolve as we embark on a significant investment
in the market.
“The current brand campaign aims to increase awareness and reiterate the Royal Caribbean difference
in the ever-expanding cruise sector in Australia.
It’s an important growth cycle for the business as cruising now plays a significant role in the Australian tourism sector. We are hoping to show the new-to-cruising or new-to-our-brand that there is more choice in Australia – and sailing with Royal Caribbean International is like no other.”
Cruising is booming in Australia and the sector has seen extraordinary growth in recent years. A record 260 passenger ships visited Sydney Harbour and a record of more than 800,000 trips taken by Australians was achieved in the 2013/14 summer season. The figure is estimated to hit 1 million by 2016/17.
Credits:
Hans Hulsbosch – Executive Creative Director
Linda Jukic – Creative Director
Julia Clyde – Senior Account Director
Samantha Pang – Account Manager
Hyugo Hayashi – Account Manager
Chris Round – Copywriter & Art Director
FSM:
Producer – Sarah Cloutier
Offline editor – Patrick Townsend
Online editor – Howard Hill
Audio mix – Nigel Crowley
Grade – Billy Wychgel
VO artist – Colin Friels
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