Global cruise line Royal Caribbean International has launched an intelligent new brand campaign in Australia and New Zealand, setting the brand apart from competitors by inviting consumers to ‘come seek’ the Royal Caribbean difference.
The ‘Come Seek’ campaign launched with a 30 second TVC in NSW and Queensland during primetime evening viewing on Monday, and will be followed by a 360 degree brand campaign rollout incorporating a mix of outdoor, press, digital and social amplification.
‘Come Seek’ was inspired by Royal Caribbean’s US and UK positioning, and the localised campaign was created for the Australasian market by the cruise line’s long-standing brand and creative agency partner, Hulsbosch. The campaign was delivered across multiple channels by Blue449, Royal Caribbean’s media agency.
“Come Seek is an invitation to Australians and New Zealanders to re-consider everything they think they know about cruising,” said Kathryn Valk, Director of Sales & Marketing, Royal Caribbean.
“The TVC will open both new-to-cruise and existing cruisers to the possibilities and imagination of a holiday on Royal Caribbean, and to holiday experiences around the globe which simply can’t be matched anywhere else, on land or sea,” she continued.
“These are features and technologies which are uniquely Royal Caribbean – like the 90 metre tall North Star viewing platform, the ice-skating rink and iFly skydiving simulator – symbols of the Royal difference, and of just how far the cruising industry has come in the last decade.
“It’s fitting that as we launch this new campaign, we mark our 10th anniversary of bringing our game-changing ships down under.”
“Each year for the past 10 years, we have been lifting the bar even higher and taking the cruise experience to a new level, by bringing newer and larger award-winning ships to Australian and New Zealand waters and helping to drive the incredible growth in cruise nationally,” Valk concluded.
The Come Seek brand campaign will herald the start of the 2017/18 summer cruise season down under. As the market nears the peak ‘wave’ summer booking period for cruise in December/January, the Hulsbosch tactical approach will target Australians who are new to the Royal Caribbean brand and those who are new to the cruise category, but who are increasingly seeking exciting, imaginative travel experiences.
Hans Hulsbosch, Executive Creative Director said that Hulsbosch has successfully partnered with RCI for the past 10 years, building the brand over many successful campaigns.
“This time, I am very excited we have been able to work with the US and UK positioning to create a unique campaign for our market. ‘Come Seek’ will cement Royal Caribbean International’s leadership position in the market," Hans concluded.
This summer cruise season, Royal Caribbean, the country’s single largest cruise line in terms of capacity, will operate four of the most incredible megaliners sailing down under, including Australia’s newest, largest and most technologically advanced ship ever to sail here, the USD$1 billion Ovation of the Seas.
For more information and to view the campaign, visit www.royalcaribbean.com.au.
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