This campaign for Royal Caribbean International broke on Boxing Day, 2016, kick-starting a key trading period for the business. Building on our Where Extraordinary Happens brand proposition, we sought to bring a moment of calm to TV audiences over the Christmas period, focusing the work on the stunning destinations that the cruises visit, and showcasing a range of different activities. The film was shot by award-winning director Nez and our graphical style has now been used across all of Royal Caribbean’s UK assets, including European and Worldwide brochures.
Royal Caribbean have enjoyed a strong start to 2017 trading, hitting 85% occupancy by February for the year ahead. The TV commercial was rated as one of the best ads in the world during the month of January by influential marketing title, The Drum. Across the category cruising has seen a huge shift in average age, down from 65 to 55.
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