Cruise holidays – not everyone’s cup of piña colada.
Royal Caribbean needed to overcome negative perceptions of cruise holidays and, at the same time, appeal to an entirely new audience – namely package holiday-goers who looked for lots to do on their vacation and demanded real value.
Fortunately, Royal Caribbean’s ships are like floating cities and as such are destinations in themselves, offering the holidaymaker a myriad of activities on board with the added bonus of arriving at a new destination every day.
This informed our strategy for a 360-degree campaign. Our thought was: Pack More into your Holiday with Royal Caribbean.
But how do you get people excited about a cruise holiday without showing traditional cruise imagery, which some people automatically switch off from?
To dramatise the sheer range of experiences available, we visualised suitcases with clothes and items unpacked that represented all the activities on and off the ship.
We took this campaign idea everywhere, kicking off with a simple TV ad. Press ads followed that carried the idea beautifully but also delivered the price neatly.
Online banners pushed towards the website. Promotions kept the momentum going on Daybreak TV and radio. We did a tie-in with suitcase manufacturer and featured an on-case promotion.
On Facebook, customers could win a holiday by playing Pack Man with a hungry suitcase.
We gave the trade had the chance to break the Guinness World Record for packing a suitcase and, of course, provided them with a range of POS.
And current customers were hit with e-DM and DM pieces.
All in all, we packed more into our campaign.