Royal Caribbean urges consumers to put their families first

Royal Caribbean International has launched a social media campaign titled “#RCIFAMILYFIRST”, to drive home the importance of family.

Conceptualised and produced by JWT x Mirum’s The Social Team and Abundant Productions, the idea for #RCIFAMILYFIRST stemmed from data showing Singaporeans were spending lesser time with their families. Royal Caribbean saw it as an opportunity to step away from its usual messaging that focuses on its ships and onboard activities, and spread awareness about those sentiments that hit close to home. The campaign runs until 18 October.

The video features influencer Aarika Lee having a chat with a Singaporean grandmother, father and son, depicting response that majority of Singaporeans could directly relate to. The company is also offering cruise prizes for families and extended members with a Facebook contest, in hopes of creating the “ultimate” ambience for quality family time.

“We have been in the market for 10 years and we would like to do something different. We want to give something of great value back to the society. We want to connect with our guests beyond their wants. We hope with this campaign, we can show them what they really need and one of them being spending quality time with the family,” Nicole Lai, head of marketing (Asia Pacific), Royal Caribbean International, said.



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