Royal Caribbean invests £2.5m in campaign

Cruise line Royal Caribbean International has unveiled a £2.5 million marketing campaign to grow brand awareness amongst consumers who are “nearly cruisers”.

The campaign, created by JWT, has the strapline “The Sea is Calling – Answer it with Royal Caribbean” and embraces television radio, press, cinema and social media activity, including additional content for the Facebook fans of the brand.

The 30 second television ad premieres on ITV1 on Saturday (8 September) and is previewed on the Royal Caribbean International UK Facebook fan pages.

Head of marketing for Royal Caribbean International Jo Briody says: “Cruise lines were once known for their traditional brochures and guests who wanted to play cards to while away the hours at sea. Our brand-awareness focused campaign is designed to show how Royal Caribbean International is not like any other cruise line, or in fact any other holiday experience.”

Other highlights of the campaign include an exclusive preview of the new Dreamworks’ film Madagascar 3, which is sponsored by Royal Caribbean International.

Rival cruise company Carnival Cruises has just created the new role of commercial director and appointed Whitbread sales and marketing director Gerard Tempest.

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