Royal Caribbean targets families with ambitious TV plan - Cruise International

Royal Caribbean targets families with ambitious TV plan

By Rebecca Bradbury | 9 Dec 2019

Royal Caribbean has revealed a new TV ad campaign, sponsorship of ITV’s newest entertainment programme and a three-part Channel 4 documentary will head up its plans to attract more families in 2020.

Ben Bouldin, Royal Caribbean’s AVP and Managing Director UK & Ireland, said: “Earlier this year, we embarked on a on a ‘deep-dive’ into the existing and potential Royal Caribbean customers in the UK and Ireland.

“It is this research that has informed the overall strategic direction for the brand in 2020 and beyond – a laser focus on families.

“Our new approach celebrates the modern multi-generational family in all its wonderful madness. And in doing so, celebrates a holiday that caters to everyone’s needs, however big or small your family is, so compromising can become a thing of the past.”

Royal Caribbean has invested heavily in TV advertising during key co-viewing family moments, the first of which premieres on Boxing Day this year.

The advert is narrated by Dr Who star Jodie Whittaker and marks a departure from Royal Caribbean’s recent ad campaigns. It takes a heart-warming look at what families, of all types, stages and ages, experience when they holiday with Royal Caribbean.


Fiona Wylie, Marketing Director of Royal Caribbean UK and Ireland, said: “The complexities of modern families throw new challenges into holidaying – more people to please, different worlds colliding, and extra tensions all means more compromise to keep everyone happy. ​

“Families have changed, and it was important for us to inspire new-to-cruise families to consider a Royal Caribbean holiday by showing them we understand modern family dynamics and have holidays that are perfect for them.”

Royal Caribbean will also be the headline sponsor of new prime time Saturday night ITV show, The Masked Singer. The brand-new UK version of the international smash hit series will air on Saturday nights from January 2020 and will feature Royal Caribbean idents.

Complementing their focus on families is a TV series solely focused on Royal Caribbean. Produced by James Corden’s company, Fulwell 73 Productions, the show takes an ‘insider’s look’ at Symphony of the Seas and demonstrates across three 60 minutes episodes why Royal Caribbean holidays are perfect for families of all ages and stages.

The show is scheduled to air on More 4 and Channel 4 during the first quarter of next year.

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