Royal Caribbean International has revealed its new marketing campaign to mark the start of its WAVE promotion period. The multi-million pound campaign, which includes TV, VOD, Radio, Digital, Social, PR and Trade, takes Royal Caribbean into new territory with the launch of its new disruptive documentary-style TVC, portraying cruise holidays in an entirely new light.
The new ‘Where Extraordinary Happens’ campaign showcases the real-life experiences and memories that can be created on a Royal Caribbean holiday. The TVC will debut in the UK on 26th December and will run across all major UK stations and their digital subsidiaries, as well as major Irish networks until the first week of February 2017.
The TVC captures the true-to-life moments and destinations of a Royal Caribbean holiday, challenging perceptions that cruising is ‘one size fits all’. It features a mixture of both vibrant and tranquil moments and sounds, including crickets on the beach, church bells, a child’s laughter as well as the sound of a waterfall. The campaign looks to encapsulate the holiday sensation, transporting people back to their favourite holiday moments, inspiring them to create new holiday memories and ultimately, making viewers consider a cruise holiday.
Directed by Nez Khammal, best known for his work on music videos for Rudimental, Disclosure and Michael Kiwanuka, the TVC breaks from the norm of other travel campaigns typically shown during this period and instead showcases real moments in extraordinary places around the world, including Lanzarote and Barcelona.
Simon Labbett, Executive Creative Director & Founder of Hometown, comments; ‘This isn’t a high octane, in-your-face piece of film – this is observational, inviting and beautiful. We wanted to capture the essence of being on holiday and for viewers to feel immersed in the destination, seeing the sights and hearing the sounds first hand. This is all about escapism and creating memories, giving people a moment of calm over the busy Christmas period.’
The initial concept for the TVC was derived from consumer insights, with 74% of consumers saying that the opportunity to visit multiple destinations was the biggest incentive to book a cruise holiday. It also brings to life the brand’s ‘Where Extraordinary Happens’ positioning, via a compass and destination co-ordinates.
Mario Bounas, Director of Marketing, Royal Caribbean International said of the new campaign: ‘We continue to break Royal Caribbean from the mould of stereotyped cruise holidays, just like our incredible ships and extraordinary destinations do every day. The realism and tranquility of our advert should give viewers a different perspective of a cruise holiday and time to reflect on their own holiday moments.
We want to showcase the incredible destinations our guests can visit and the memories they can make by holidaying with Royal Caribbean. Ultimately, our aim is to give our guests a holiday-of-a-lifetime, which this new campaign encapsulates.’
CREDITS:
Creative agency: Hometown
Creative Directors: Simon Labbett / David Gamble
Art Director: Luke Till
Copywriter: Lawrence Bushell
Media Agency: Mindshare
Production Company: Pulse Films
Director: Nez