Cruise line Royal Caribbean calls out adventure seekers in latest campaign via Hulsbosch
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Sydney-based brand agency Hulsbosch and global cruise line, Royal Caribbean International has launched a new brand campaign in Australia and New Zealand, with a call-out to seekers of adventure.
‘Where Adventure Begins’ was inspired by Royal Caribbean’s global strategy and the refreshed localised campaign was created for the regional market by the cruise line’s long-standing brand and creative agency partner, Hulsbosch.
The ‘Where Adventure Begins’ brand campaign will herald the start of the 2018/19 summer cruise season launching with a 30 second TVC in NSW and Queensland during primetime on free-to-air channels. Followed by a 360-degree brand campaign rollout, which will incorporate a mix of digital outdoor and press executions produced by Hulsbosch.
The newly-created TVC features scenes from on-board the latest and greatest Royal Caribbean ship, Symphony of the Seas. It includes unique Royal Caribbean offerings for appealing new adventures such as The Ultimate Family Suite, The Ultimate Abyss, Aquatheatre and Flowrider.
As the market nears the peak ‘wave’ summer booking period in December and January 2018/19, the Hulsbosch campaign approach will target family groups. Also, Australians who are new to the Royal Caribbean brand and those who are new to the cruise category, but who are increasingly seeking new adventures as part of their travel experiences.
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Says Hans Hulsbosch, Executive Creative Director, Hulsbosch: “While we all want to try new things, it’s easy to fall into the routines of life. Adventure is the ultimate routine buster.
“Delivering adventures for everyone whether they are big or small from delicious dining to sky diving in the middle of the ocean and much more, the variety on-board with Royal Caribbean is endless. It’s not your average family holiday with inclusions such as bumper cars, ice rink and poolside cinema, everyone is catered for.
It’s like no other holiday in the world and the season to sail 2018/19 Royal Caribbean creative platform is a bold and engaging showcase of the difference between a good holiday and an incredible one.”
“We offer the world’s most innovative adventures. The sun and surf might be expected, but the adventures waiting in the Royal Caribbean are most definitely not.” said Kathryn Valk, Director of Sales & Marketing, Royal Caribbean International.
“Australia is currently the fifth largest source market for cruise passengers in the world and local demand for cruising continues to grow. Our newer and larger award-winning ships are ultimate destinations on their own for travellers wanting a ‘like no other’ adventure escape.” Valk concluded.
This upcoming 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 summer 2018/2019 Voyager of the Seas will also return to cruise Australia and the South Pacific.
Hans Hulsbosch – Executive Creative Director
Chris Round – Copywriter
James Vella – Art Director
Emma Burn – Strategy Director
Hannah Sharp – Account Director
Jesse Saffner – Account Manager
Vivienne Buls – Creative Services Manager
Production: Rabbit
Post Production: White Chocolate
10 Comments
Strong work. Lovely upbeat tempo.
always good work from hulsbosch
Even I’m bored by this.
Just a mood film with a generic line. Where’s the idea? How does this differentiate RC vs other cruise lines? Is sushi, surfing and slides that adventurous?
Cut and paste, no thought here.
Pretty direct in the billboards and I’m impressed Jamie Oliver will be on my cruise!
What’s with the awful video quality though?
Nice ad clearly showing that this is better than a ride on an old P&O tub, more fun than going to Fiji and more adventure than driving around Australia. Sign me up.
Looks good for a floating RSL, they got pokies?
What a dreadful ad campaign. Does it make me want to go on a cruise? No. Does it make me think more highly of the brand. No. Looks like US footage trying to be a brand campaign, until you see the ‘save 40%’. Now I’m unimpressed & confused. I’m off to book a holiday in Fiji…
Even my nana would be bored by this. Looks like stock footage edited together. No point of differentiation. Hope the client continues to pay for the agency retainer. Looks cheap and the cheap and nasty music track would definitely bore my poor nana to death.