Royal Caribbean International launches new ‘It’s Royal Caribbean Time’ campaign via Hulsbosch
For the first time ever a 360 brand campaign for Australia has been developed locally for the world’s largest cruise brand, Royal Caribbean International via Hulsbosch.
A locally produced TVC is the second phase of the wide-ranging brand campaign titled ‘It’s Royal Caribbean Time’ with the TVC launching this Sunday the 16th in prime time on free-to-air channels in the Sydney and Brisbane markets.
The new 60sec/30sec/15sec TVCs are a first in Australia for Royal Caribbean International and executed locally by communications agency Hulsbosch.
The TVC’s engaging script created by Hulsbosch brings to life the brand story and energetically captures Royal Caribbean International’s unique cruising experience. It showcases their megaliners and the major refurbishments the ships have undergone 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 positions Royal Caribbean International ‘top of mind’ for holidaymakers and appeals to a target market of Australians who enjoy an experience-filled lifestyle and are increasingly seeking exciting, imaginative travel experiences.
Royal Caribbean International’s state-of-the-art fleet have arrived on Australian shores and a season highlight will be the reveal of a multi-million dollar bow-to-stern makeover of its biggest and most feature laden ship, Voyager of the Seas arriving in Sydney in December.
Says Linda Jukic, creative director, Hulsbosch: “I’m delighted that Hulsbosch as a multidisciplinary brand agency currently offers integrated 360 campaigns. This project is a demonstration of client partnering for a global product and creating relevant solutions for the Australian market.
“The beautiful content and strong aspirational tone of the script is what we wanted to bring home.
It encapsulates the desires and dreams that inspire Australians to cruise and embodies the Royal Caribbean International spirit.
“For so long Australians have known one way of cruising but things have changed. It’s time to discover there is an alternative and that it’s an exciting holiday with Royal Caribbean International.”
The summer brand awareness campaign ‘It’s Royal Caribbean Time’ centres on the TVC execution and is supported across marketing channels with extensive retail print, digital
and high-rotation social activations.
Says Sean Treacy, regional commercial director Asia-Pacific, Royal Caribbean International:
“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 a significant investment in the market.
“The current brand campaign aims to increase awareness and reiterate the Royal Caribbean difference in the ever-expanding cruise sector in Australia.
“It’s an important growth cycle for the business as cruising now plays a significant role in the Australian tourism sector. We are hoping to show the new-to-cruising or new-to-our-brand that there is more choice in Australia – and sailing with Royal Caribbean International is like no other.”
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.
Agency: Hulsbosch
Hans Hulsbosch – Executive Creative Director
Linda Jukic – Creative Director
Julia Clyde – Account Director
Samantha Pang – Account Manager
Hyugo Hayashi – Account Manager
Chris Round – Copywriter & Art Director
Production: FSM:
Producer – Sarah Cloutier
Offline editor – Patrick Townsend
Online editor – Howard Hill
Audio mix – Nigel Crowley
Grade – Billy Wychgel
VO artist – Colin Friels
11 Comments
Hulsboch should stick to tweaking logos. This is 80’s advertising at its worst. Check out the new P&O campaign to see how it’s done.
“This project is a demonstration of client partnering for a global product and creating relevant solutions for the Australian market.”….ok….with what? A corporate video bereft of an idea???? Aaaargh!!!!
It’s time for a radio ad with pictures.
For design agencies to stick to designing.
We all do dodgy work, it just shouldn’t get promoted on the CB blog. It may work for those mainstream folk out there that don’t mind living at sea with 5000 bogans.
Truly terrible.
You got owned by P&O.
Another client falling in love with the hype reel?
That was my idea.
Nailed it Sea Princess
All of you saying that P&O’s is better, you couldn’t be further from the truth. Who wants to cruise with bogans throwing food at each other?!
Royal’s TVC shows class and a level of premium when it comes to cruising!!!
Just a horrible, badly written in-house mood video.