‘This is How to Holiday’, says Royal Caribbean
Royal Caribbean is investing heavily in digital and video-on-demand (VOD) advertising in its new campaign, ‘This is How to Holiday’.
Launching today, the campaign will run across digital, social, VOD and radio featuring voiceovers from Jenna Coleman in the UK and Amanda Byram in Ireland.
In addition, there will be a heavy digital and static outdoor presence across the UK and Ireland in high footfall areas including major train stations alongside strong support from trade partners with campaign collateral featuring in-stores and online.
Marketing director UK and Ireland Mario Bounas said: "Almost half of the passengers who book with us are under 50 years old, with the average adult age of our new-to-cruise families being 42 years old.
"This means we need to move with the times and create a campaign that is a symbol of re-evaluation, served to them in places they will be at times they will be most receptive to the messaging. We’re pleased to continue to lead the way when it comes to creating innovative campaigns for Royal Caribbean."
The campaign will continue through to March 2018.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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