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Royal Caribbean selects Agency RPM for new marketing campaign in UK


Royal Caribbean has selected Agency RPM to handle its family-focused experiential activity, which launches this week in the United Kingdom and Ireland.

The two-month long campaign aims to encourage new-to-cruise families to consider Royal Caribbean as their vacation option.  The heart of the effort will use an interactive experience that brings to life the family-friendly facilities and activities available through a Royal Caribbean holiday, both on-board and on-shore.

Using green screen technology, families will be able to create their ideal holiday photo album choosing from a number of activities that they would like to do together and immerse themselves directly into the action.

The new campaign will tour theme parks and shopping centres such as Bluewater in Kent, Manchester’s Arndale and Glasgow’s Silverburn.

Jo Briody, head of marketing UK & Ireland at Royal Caribbean International, said: "Cruises are often associated with an older demographic but this thinking is outdated. Our holidays are incredibly family-friendly and RPM’s idea of using green screen technology to literally ‘put people in the picture’ gives families a chance to experience how a cruise would feel, whilst additionally providing an opportunity to interact with our brand."