News: Royal Caribbean seeks to broaden audience with ‘This is How to Holiday’ campaign


Royal Caribbean seeks to broaden audience with ‘This is How to Holiday’ campaign

Royal Caribbean has launched a new brand campaign, ‘This is How to Holiday’.

In a departure from previous years, Royal Caribbean will invest heavily in digital and video on demand advertising to ensure target audiences are reached more frequently with messaging relevant to them.

‘This is How to Holiday’, devised by advertising agency Hometown, continues to showcase extraordinary moments and includes bold language to overcome the misconceptions around cruise and inspire the new-to-cruise audience to consider a Royal Caribbean cruise as a new option for their holidays.

The campaign will run across digital, social, video-on-demand and radio featuring voiceovers from Jenna Coleman in the UK and Amanda Byram in Ireland. 

In addition, there will be a heavy digital and static outdoor presence across the UK and Ireland in high footfall areas including major train stations alongside strong support from trade partners with campaign collateral featuring in-stores and online.

Mario Bounas, marketing director UK & Ireland, Royal Caribbean, said: “Almost half of the passengers who book with us are under 50 years old, with the average adult age of our new-to-cruise families being 42 years old. 

“This means we need to move with the times and create a campaign that is a symbol of re-evaluation, served to them in places they will be at times they will be most receptive to the messaging. 

“We’re pleased to continue to lead the way when it comes to creating innovative campaigns for Royal Caribbean.”

The campaign will continue through to March 2018.