Hip, soaring music and slick choreographed dance moves take off in Royal Caribbean International’s latest TV commercial, which resemble an energetic Broadway show from bow to stern, while showcasing the next generation cruise amenities and entertainment on Asia’s largest and most innovative Quantum Class ships.
The new TV commercial is part of Royal Caribbean’s refreshed marketing campaign ‘One Holiday, Endless Adventures’ with a new checklist logo design, which was recently launched through a variety of print and TV advertisements, outdoor panels on MRT train platform screens and collaterals. It aims to highlight on the multitude of unique and surprising experiences that guests can enjoy onboard a Royal Caribbean cruise, whether as a new or repeat cruiser, such as the North Star elevated glass capsule, FlowRider surf simulator and bumper cars.
On the concept and aspiration behind this campaign, Nicole Lai, Marketing Manager, Singapore and Southeast Asia of Royal Caribbean Cruises Ltd. said, “A cruise holiday with Royal Caribbean is all inclusive. It’s up to our guests to get whatever kind of adventures they seek as there are so many things to do onboard, be it sports, parties, shows and dining, hence the handy ‘checklist’. Most of all, we want people to start thinking about putting a Royal Caribbean cruise on their holiday checklist.”
This campaign which was launched islandwide this month and is running for 4 weeks, is expected to reach an estimated 2 million consumers in Singapore. Among those who have seen the TV commercial in a survey, the dance routine was a most eye-catching element, which has made it impactful. Most also commented that they were amazed by the size of the ship and have gained the impression that Royal Caribbean is a family-oriented brand with a wide variety of amenities onboard, and the commercial has sparked their interest to find out more about its cruises.