Royal Caribbean International is set to feature in a three-part documentary on Channel 4 and is investing in prime time TV advertising after a two-year break.
The three hour-long episodes will provide what the line is calling “an insider’s look” at the world’s largest cruise ship Symphony of the Seas and demonstrate why Royal Caribbean holidays are perfect for families.
TV presenter James Corden’s company Fulwell 73 Productions is producing the documentary which will also air on More 4.
The programme will air during Wave, the line said.
Royal is also investing heavily in TV advertising during family programmes which will be accompanied by video-on-demand throughout the first quarter of 2020.
Royal’s ‘One Family. One Holiday’ campaign will start on Boxing Day and will be narrated by Jodie Whittaker, star of Dr Who.
For the past two years, Royal has decided against using TV advertising to support its Wave campaign, instead opting for video-on-demand, radio and outdoor advertising.
The line says One Family. One Holiday is a departure from recent ad campaigns and takes “a heart-warming look” at Royal Caribbean through the eyes of a “modern family”.
Royal will also be the headline sponsor of The Masked Singer show, due to air in January.
The Saturday night show, which has also aired in the US, features celebrities dressed in costumes competing in a singing competition.
It will be the first time in five years the line has sponsored a TV programme.
Royal branding will feature in short sequences throughout the show.
The TV strategy for Wave was finalised after consumer research into both current and potential Royal Caribbean customers in the UK and Ireland.
Ben Bouldin, the line’s associate vice president and UK & Ireland managing director, said: “Our new approach celebrates the modern multi-generational family in all its wonderful madness.
“And in doing so, celebrates a holiday that caters to everyone’s needs, however big or small your family is, so compromising can become a thing of the past.”
Fiona Wylie, Royal Caribbean UK and Ireland’s marketing director, said that changing family dynamics meant “new challenges” when going on holiday.
She said: “Families have changed and it was important for us to inspire new-to-cruise families to consider a Royal Caribbean holiday by showing them we understand modern family dynamics and have holidays that are perfect for them.”
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