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Royal Caribbean embarks on Australia’s TV waves

With a call to action that it is time Australia experiences the Royal Caribbean offering, the luxury cruise ship company will launch its first Australian campaign.

With a call to action that it is time Australia experiences the Royal Caribbean offering, the luxury cruise ship company will launch its first Australian campaign.

Royal Caribbean International will launch their first ever Australian TV campaign during prime-time this Sunday 16 November.

The new, locally-produced, commercials will bring to life the Royal Caribbean brand and show the Australian public the “Royal Caribbean difference”.

“We recently undertook extensive research to better understand what Australians think about cruising and about our brand, and we discovered that while past Royal Caribbean guests really know and love our brand, those who are new to cruising or new to our brand have a very low awareness about what sets us apart from the competition,” said Sean Treacy, commercial director, Royal Caribbean International.

The executive creative director is none other than Hans Hulsbosch, a renowned Australian designer, notorious for developing many a brand message for Australia’s leading businesses. Among the creative team is also Linda Jukic, an award-winning designer whose capabilities have been lent to Australia’s leading ASX companies and most loved cultural institutions.

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Royal Caribbean recently unveiled the world’s first smartship, Quantum of the Seas.

Together, with an army of creatives, they have created a vision that guides the viewer across meticulous dining rooms, entertainment precincts and breathtaking skylines all featured or visible from a Royal Caribbean cruise liner. The commercial’s simple, yet effective, call to action “Australia, it’s time” coaxes locals to experience the best-in-class services Royal Caribbean has to offer.

“The new TV campaign distils the essence of the Royal Caribbean brand, showcasing the unique experiences that you will only get on a Royal Caribbean cruise,” Treacy said.

The marketing campaign is in time with the Australian 2014/15 cruising season that will see three Royal Caribbean ships, including Rhapsody of the Seas, Radiance of the Seas and Australia’s largest and freshly revamped Voyager of the Seas, dock on our harbours.

What do you think of the new brand campaign?