Global cruise brand, Royal Caribbean International has launched a new brand campaign in Australia and New Zealand. Created by leading communications agency Hulsbosch, the wide-ranging campaign commences this week and will run through to the end of March 2016.
The brand positioning, “Live Life Big” highlights that Royal Caribbean offers the biggest and most modern megaliners in Australia on which travellers can experience the biggest holidays thrills and adventures. Royal Caribbean delivers an international style of cruising that no other brand can offer in this market including never-before-seen features and technologies, amazing on-board activities and a unique array of dining experiences.
As the market commences the peak booking period for cruise holidays, the Hulsbosch tactical approach aims to increase awareness of Royal Caribbean’s superior holiday product and to create appeal for a target market of Australians who are increasingly seeking exciting, imaginative travel experiences.
“The biggest cruise ships offer the biggest experiences,” said Linda Jukic, creative director at Hulsbosch. “Royal Caribbean’s collective fleet offer a mesmerising array of high quality life experiences no matter what your taste. We all have things in life we dream of doing and many of these things people can be accomplished on-board a ship. So the suggestion is when you want to live life big, live it with Royal Caribbean.”
Adam Armstrong, regional commercial director Asia-Pacific at Royal Caribbean International said, “The Hulsbosch brand campaign last year titled “It’s Royal Caribbean Time” achieved successful outcomes including an extraordinary brand awareness increase of 30 per cent. As the cruise sector continues to grow we are bringing our biggest and best ships to southern shores – and they’re packed with an unprecedented choice of amenities and activities.”
Part of the campaign highlights the launch of the brand new, billion dollar cruise ship Ovation of the Seas, which will be based in Sydney from December 2016. It will be he first time any cruise line in the world has home ported a brand new ship in Australia – and Ovation of the Seas will take the title of the biggest cruise ship to ever call Australia home.
The brand campaign launches with 60sec/30sec/15sec TVCs scheduled in prime time on Channels 7 and 9 in Sydney and Brisbane, and is supported across marketing channels including extensive retail print executions. The campaign’s digital component will be featured on the brand’s website, www.royalcaribbean.com.au as well as digital advertising and social media activity.
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