Here's a summary view of a decade of work with a truly inspiring global giant. Our work with Royal covers everything from brand campaigns, re-brands, TV, Radio, print, OOH to email, POS, trade B2B, social, digital, touching every area of the business across EMEA, with a main markets being UK, Ireland, Spain, Nordics, France, Italy & Germany. All with the intention of showing just how remarkable cruising with Royal Caribbean is, and delivering that in a way that puts clear water between Royal and its competition.

The C-Word

Since we first started working with the brand, the primary challenge has been to overcome the stigma associated with Cruises and help drive re-appraisal, particularly for new-to-cruise audiences and multi-generational families that like to spend on a big family holiday. We needed to shake off common misconceptions; like it’s only for old people, or that you’ll get stuck on a ship, or that there is nothing to do and nowhere to escape to. However a cruise with Royal Caribbean is a far richer experience than you may think. Think you know cruising?. Think AGAIN.

Insight

To unlock a new brand positioning for the brand, we had to find a truly motivating reason for people to try something for which they had both little experience of and a negative feeling towards. Our initial work with the brand focused on what made Royal Caribbean different at its core, and this was a business built on the very notion of ‘why not’. This bold belief in trying what is unexpected of other cruise liners has led to the Royal Caribbean ships being the only place you can experience a zip line, a 100m tall Giraffe, Broadway shows, a Flow Rider, and hundreds of other amazing experiences, all in one place. Every ship is an extraordinary feat of engineering offering an extraordinary experience.

Strategy & Approach

Where Extraordinary Happens offered Royal the chance to lay claim to being not just the most different and extraordinary cruise brand in the market, but the most enjoyable holiday-for-everyone available anywhere on the planet.

But changing holiday behaviours is hard. Primarily because, as a region that ‘enjoys’ some of the longest working hours in the world, our holidays are so important to us. We long for those two weeks away, to forget the work life and enjoy time with families and loved ones. So there is a lot of pressure on the decision. No one wants to be the one that chooses a rubbish holiday for the family.

Solution

Over the past decade we’ve helped to announce the Where Extraordinary Happens proposition to market through ATL campaigns and activations across the UK, Europe and Middle East, positioning the Royal brand with energy, imagination, and as a cruise brand unlike any other. And we’ve helped to move the brand into a broader ‘holiday’ conversation with our ‘This is How to Holiday’, and the post-Covid ‘A holiday worth waiting for’ campaigns that ran across Europe.

And we’ve helped to deliver on the promise of being ‘extraordinary’ in everything we do with activations around ship launches, trade events and competitions, sports sponsorships, social films, and partnerships with some amazing brands with some brilliant ones lined up for 2024.