Cruising has a perception problem. While Australians are one of the top cruising countries in the world, only 4 % of the population are hopping on boats. Even worse, people can't tell the difference between different cruise liner brands. In a bid to distinguish between its competitors in the market, Royal Caribbean is launching a new brand push, including its first TVC, due out before the end of the year.
Speaking to AdNews, Royal Caribbean commerical director Sean Treacy said globally, the industry is suffering from the idea that when it comes to cruising there isn't much to do on board, which he believes comes down to a lack of awareness of what cruise liners offer.
“What we'll do with our brand campaign is just show the variety of experiences on board and show that there really is something for everyone. That will look to challenge perceptions of 'it might be a boring time',” Treacy said.
“Specifically it's just the lack of awareness: people don’t know enough about what our brands deliver.”
In Australia, Royal Caribbean, launched in 2007 with one liner to having four in the market by the end of this year. However, it just recently undertook a study to find out Australian perceptions on the cruising industry, with results uncovering those who hadn't had a very low awareness of what different cruise brands offer. Treacy said it was “a wake up call” and the impetus for the new campaign to “tell Australians the bigger story about our brand.”
Coinciding with the refurbishment of it's Sydney based Voyager of the Seas liner Royal Caribbean's brand message will be hinged on providing an “international experience” for Australians, with Treacy noting other liners think Australians just want “Vegemite and VB” on their holidays.
Treacy wouldn't be drawn on how the advertising budget had expanded with the growth but said the last brand push was a “multi million dollar campaign.”
“We're strong in the Australian market with families and empty-nesters and particularly those with an international mindset. A lot of the other brands in the local market provide an Australian experience on board. We provide more of an international getaway,” Treacy said.
While the TVC doesn't yet have a launch date, its planned release will be before the close of the year. It will also be supported by a Facebook campaign giving 50 winners and their guests the chance to see the refurbished ship in a one-night sail from Sydney. The campaign will also be expanded through Royal Caribbean's traditional print and tactical media strategies.
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