Royal Caribbean Australia has launched the first Instagram film festival as part of a new marketing campaign that builds on the "designed for WOW" brand. Royal Caribbean is calling it the InstaFilm Festival.
To participate, Australians and New Zealanders are able to upload 15 seconds movies that show enthusiastic "WOW" cruise moments using the hashtag #instafilmfest on Instagram.
A judging panel will decide which films meet the criteria and a winner will recieve a Pacific islands cruise.
Royal Caribbean Australia commercial manager Adam Armstrong thinks the new campaign is all about their guests, "This campaign is about making our guests and the general public the hero.. inspiring them to show us their wow moments."
Launched at an event at the Sydney Opera House last night, the venue was chosen as it is the most photographed icon on instagram in Sydney.
"150 million use instagram every month, about a million of those are Australian. It is the fastest growing social media platform in the country," Armstrong said.