LONDON – Royal Caribbean has revealed a new brand campaign ‘This is How to Holiday’. In a ground-breaking departure from previous years, Royal Caribbean will invest heavily in digital and VOD advertising to ensure target audiences are reached more frequently with messaging relevant to them.
‘This is How to Holiday’, devised by advertising agency Hometown, continues to showcase extraordinary moments and includes bold language to overcome the misconceptions around cruise and inspire the new-to-cruise audience to consider a Royal Caribbean cruise as a new option for their holidays.
The campaign will run across digital, social, video-on-demand and radio featuring voiceovers from Jenna Coleman in the UK and Amanda Byram in Ireland. In addition, there will be a heavy digital and static outdoor presence across the UK and Ireland in high footfall areas including major train stations alongside strong support from trade partners with campaign collateral featuring in-stores and online.
Mario Bounas, Marketing Director UK & Ireland, says; “Almost half of the passengers who book with us are under 50 years old, with the average adult age of our new-to-cruise families being 42 years old. This means we need to move with the times and create a campaign that is a symbol of re-evaluation, served to them in places they will be at times they will be most receptive to the messaging. We’re pleased to continue to lead the way when it comes to creating innovative campaigns for Royal Caribbean.
“2018 represents an incredibly exciting, important year for us with the launch of the world’s largest ship, Symphony of the Seas, alongside the multi-million pound makeover of the UK’s favourite ship, Independence of the Seas and we are confident that the ‘This is How to Holiday’ campaign sets us up perfectly for what’s to come”.
The campaign launches on 19 December and will continue through to March 2018.
CREDITS
Director: Simon Labbett / Hometown
Creative Director: Simon Labbett / Hometown
Creative Team: Gabriella Old / Ben Rutherford / Maggi Machado / Hometown
Production Company: UNIT
Producer: Tim Page
Editor: Scott Ryan / UNIT
Sound: UNIT
Post: ZONE
Strategic Planner: Don Larotonda / Hometown
Account Director: Linn Frost / Hometown
Account Manager: Rosie Huggon / Hometown
Typographer: Sonia Roya Peguero / Hometown
