The multi-million pound campaign, including TV, radio, social, trade and digital avenues, takes the line into new territory with the launch of its new disruptive documentary-style commercial, portraying cruise holidays in an entirely new light.
The new ‘Where Extraordinary Happens’ campaign showcases the real-life experiences and memories that can be created on a Royal Caribbean holiday.
The ad debuted in the UK on December 26 and will run across all major UK stations and their digital subsidiaries, as well as major Irish networks until the first week of February 2017.
The television commercial captures the true-to-life moments and destinations of a Royal Caribbean holiday, challenging perceptions that cruising is ‘one size fits all’.
It features a mixture of both vibrant and tranquil moments and sounds, including crickets on the beach, church bells, a child’s laughter as well as the sound of a waterfall.
The campaign looks to encapsulate the holiday sensation, transporting people back to their favourite holiday moments, inspiring them to create new holiday memories and ultimately, making viewers consider a cruise holiday.
Directed by Nez Khammal, best known for his work on music videos for Rudimental, Disclosure and Michael Kiwanuka, the ads breaks from the norm of other travel campaigns typically shown during this period and instead showcases real moments in extraordinary places around the world, including Lanzarote and Barcelona.
Mario Bounas, director of marketing, Royal Caribbean International, said of the new campaign:
“We continue to break Royal Caribbean from the mould of stereotyped cruise holidays, just like our incredible ships and extraordinary destinations do every day.
“The realism and tranquillity of our advert should give viewers a different perspective of a cruise holiday and time to reflect on their own holiday moments.
“We want to showcase the incredible destinations our guests can visit and the memories they can make by holidaying with Royal Caribbean.
“Ultimately, our aim is to give our guests a holiday-of-a-lifetime, which this new campaign encapsulates.”