Royal Caribbean campaign aims to show people cruises can be fun

Royal Caribbean International is looking to challenge perceptions of cruises in its new ad.

The campaign is the first from Hometown London, which picked up the business in October.

It shows a series of quick images of people taking part in fun activities while on holiday, such as jumping into water, dancing and drinking. The film ends with the copy: "Where extraordinary happens."

The work has been created by Neda Shadanlou, who handled art direction, and Gemma Fowler, who took charge of copywriting. The media agency was Mindshare.

The campaign will run across TV, radio, print, digital and social media. The company will also relaunch its website.

Tamara Strauss, the director of marketing and PR at Royal Caribbean International, said: "We’re passionate about the holiday experience we sell and with this ambitious new marketing positioning, we will show guests just how truly mind blowing a Royal Caribbean holiday is.

"Nobody wants a holiday that is just ok, we want our guests to have an extraordinary experience while letting go of their everyday responsibilities.

"As part of this we want to honour our tradition of innovation which is exemplified through the range of experiences we offer at sea, from ice skating to surfing simulators onboard as well as virtual balconies in our staterooms."

Royal Caribbean International shifted its UK ad account into Hometown London just six months after hiring TBWA\London.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More