Royal Caribbean UK is kicking off a new multi-million pound television marketing campaign that will debut on December 26 and run until February 6 across the UK.
The campaign has the slogan of, "Where extraordinary happens" that focuses on the destinations and experiences Royal Caribbean offers more than the ship itself, similar to the United States recent "Come Seek" campaign.
The campaign will run across TV, radio, print, digital and social media. The company will also relaunch its website.
Royal Caribbean UK director of marketing and public relations, Tamara Strauss, spoke to TTG about the decision to marketing in this way, "We did a lot of market research to road test this and look at our creative positioning. We felt it was important that we focused on the experiences and memories that we want our guests to have on our holidays. We wanted to show that these will be more than just ok – they will be something extraordinary. It’s part of our new positioning – we wanted to set a new look and feel across the product."
As part of its wave campaign, Royal Caribbean is offering a Buy One Get One Half Price promotion; the third and fourth guests in a stateroom to receive 25% per person cruise fare saving; an all-inclusive promotion for the first and second guests with a “Royal select beverage package”, which includes beer and wine by the glass or the “Royal refreshment soda package; and those who book cruises 57 days or more before a sailing to be given reduced deposits of £50 per person.
The promotion will be applicable to new bookings made before February 29 on selected six plus night worldwide sailings departing February 1 2016 and December 31 2016.