Club Royal’s supporting creative aligns with its “Where Extraordinary Happens” messaging and launches just two months before the programme’s third birthday.
The new imagery encompasses more lifestyle images as compared to the original cartoon creative messages and the club’s website will also undergo a refresh, featuring new fonts and headers.
Elsewhere, Club Royal, which aims to have 15,000 members by the end of the year, has also introduced new icons after discovering through research that its “target audience responds well to emoji and icon-type marketing”. The Club Royal icons will also be used throughout other creative pieces.
Members will also have access to the “Surprise and Delight” programme, able to snap up a selection of surprise gifts on special days such as a luxury Hotel Chocolate gift box and flowers on Valentine’s Day and a takeaway, along with props for a party on Chinese New Year.
To celebrate the re-brand, Club Royal is also bringing back its Recommend a Friend programme, where current members can claim £10 for recommending a friend, plus a brand new benefit of 20% off at Jamie Oliver’s restaurants.
Nicki Lewis, head of trade support and planning at Royal Caribbean UK and Ireland, told TTG: "We are incredibly excited to be aligning the look and feel of Club Royal with the wider Royal Caribbean brand.
Lewis added that the rebrand would bring more colour and vibrancy to Club Royal’s website and communications: “Our tone of voice will continue to be around the treats, pampering and rewards we offer. The new look will also bring even more surprise and delight opportunities for our members to enjoy.”
Elsewhere, following the success of Club Royal’s gamification programmes for South Africa and Hong Kong, a new destination will be revealed in the near future, with places up for grabs from August 24.
Nicki said: "Our gamification programme is back and we will soon be sharing details of how members can win a place on our newest trip.
"Although we can’t share details just yet, it will be an extraordinary event in an even more extraordinary destination."
