The campaign is called “It’s Royal Caribbean Time” and coincides with the switching of clocks to daylight savings time across most of Australia from Sunday 5th October.
The annual ritual of time-change heralds the start of the best time of the year, Spring and Summer time. It’s also the time of year when Royal Caribbean International’s state-of-the-art fleet arrive on Australian shores and launch the new cruise season from October to April.
Royal Caribbean International ships are the most celebrated mega liners and a season highlight will be the reveal of a multi-million dollar bow-to-stern makeover of its biggest ship, Voyager of the Seas arriving in Sydney in early December.
The strategy centres on Royal Caribbean International’s major ship refurbishments 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 aims to position Royal Caribbean International ‘top of mind’ for holiday-makers and appeal to a target market of Australians who enjoy an experience-filled lifestyle and are increasingly seeking exciting, stylish travel experiences.
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 over 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.
The 2013 Cruise Industry Source Market Report shows Australia now tops the world for market growth and penetration with its attraction only on the increase for holidaymakers. For the first time, the percentage of Australians who choose to spend their holidays cruising has surpassed North America; taking Australia to world No.1 for cruises per capita.
The astounding growth is attracting more, bigger and better ships to southern shores. Linda Jukic, creative director at Hulsbosch commented: “It’s time Australians know that Royal Caribbean International should be their only choice for cruising. For so long the local market has been dominated by local players and we’re inviting Australian consumers to consider a superior product in cruising. Royal Caribbean International is the world’s innovator in cruising and there is no comparison between the ships in market. They retain the biggest ships in Australian shores with extraordinary on-board experiences. Many Australians may take a cruise each year or every couple of years – why not go with an exceptional brand?”
Sean Treacy, regional commercial director Asia-Pacific at Royal Caribbean International said: “It’s an
important growth cycle for the business as cruising now represents the most successful Australian
tourism sector. Sustained double-digit growth over more than a decade and with projected growth –
cruising in Australia is an international phenomenon.
Over the past 5 years, Hulsbosch’s tactical campaigns for Royal Caribbean International have achieved
extraordinary results and our partnering continues to evolve as we embark on investing in the market
significantly. For the first time ever a 360 brand campaign has been produced locally, by Hulsbosch, for
Royal Caribbean International Australian marketing plans.”
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]