Campaign: Hulsbosch Says ‘It’s Royal Caribbean Time’

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.


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


Producer – Sarah Cloutier

Offline editor – Patrick Townsend

Online editor – Howard Hill

Audio mix – Nigel Crowley

Grade – Billy Wychgel

VO artist – Colin Friels

Please login with linkedin to comment

Clemenger BBDO Sydney Roy Morgan Research Salesforce Marketing Cloud

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]


by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]