Royal Caribbean International has launched a new brand campaign to showcase its imaginative approach to cruising in the Hong Kong and greater China market.
Based around the theme of “Cruise Extraordinary”, the campaign consists of a series of targeted TV and print ads, that highlight the enriching, experiences the trailblazing cruise line offers and gives consumers a sense of the stimulating pleasures that await them on a Royal Caribbean cruise.
The TV commercial was shot during real cruises on the Hong Kong-based Voyager of the Seas and the brand’s flagship Quantum of the Seas.
With a cast of 200 actors lead by Asian talent, and a production cost of tens of millions of Hong Kong dollars, the story is aimed at travellers aspiring to a richer more vibrant holiday adventure and features a fabulous Broadway-style song and dance routine in keeping with the brand’s outgoing spirit to highlight the diversity, excitement and sheer entertainment of a Royal Caribbean cruise.
Balwin Yeung, director of sales and marketing of Royal Caribbean Cruises Hong Kong said, “As the market leader in Hong Kong, this year Royal Caribbean has adopted a more visible positioning on the market with aggressive advertising and sales strategies to appeal to customers looking for something truly special.”
The commercial will be aired in Hong Kong starting from today and will work hand in hand with messages in other media to create more touch points for consumers to get a taste of the cruising experience.