Royal Caribbean International has unveiled a new brand positioning as part of its multi-million pound wave campaign.
The line today announced its new ad campaign, including a new TV ad which will first air on Boxing Day during Surprise Surprise.
Royal Caribbean has not had a strapline in recent years but following extensive market research and customer feedback, has introduced ‘Where Extraordinary Happens’.
The ad campaign will run on ITV, Channel 4, Channel 5 and various Sky channels. The new messaging will also feature on radio, print, digital, social and trade advertising.
Tamara Strauss, director of marketing and PR for Royal Caribbean, said four slogans were created but existing and potential customers reacted best to the one chosen.
“For most of the year people are working hard so for the couple of weeks they get for holiday it’s important they get to experience things and have fun,” Strauss said, explaining the new brand positioning.
“You get to blow the doors off being sensible when you’re on holiday and we wanted to bring that to life because extraordinary things happen on our ships. It’s all about the experiences you can have onboard and off our ship while travelling with us.”
“We want people to see this creative and think differently about what it means to have a Royal Caribbean holiday,” she added.
To support the new positioning, agents are being sent new collateral such as new point of sale displays. The line’s portal Cruising Power has also been updated to reflect the new strapline and the call centre team in Guatemala has also been trained to have a “new tone of voice to reflect the new position”.
Royal has also revealed its wave offers which will encourage customers to ‘Go All In’. The line has a buy one get one half price promotion, meaning there’s a 50% saving on a second guest; third and fourth guests get 25% savings; all inclusive drinks packages for the first and second guest; and a reduced deposit of £50 on bookings made within at least 57 days of the sailing.
The promotion is applicable on bookings made before February 29 on selected six-nights or more cruises departing between February 1 and December 31, 2016.