As part of the promotion, the line is also launching a number of agent incentives as well as new support materials and trade kits.
The advert will debut on Boxing Day and will run until February 6 on all major TV stations in the UK, including ITV, Channel 4, Channel 5 and Sky.
It features the new strapline “Where extraordinary happens”, focusing more on the destinations and experiences offered by the line than the ships themselves.
Tamara Strauss, director of marketing and PR, Royal Caribbean International told TTG it had been a deliberate move not to focus too much attention on its ships.
“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,” she explained.
“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.
The line also has a radio campaign echoing its offers. “We’re really focusing on the regions,” Strauss said. “It’s a great way for us to get out there.”
“Next year we’re launching the world’s largest cruise ship, Harmony of the Seas, as well as Ovation of the Seas - the first ship designed and built specifically for the burgeoning Chinese market,” she added. “We have a lot to be excited about and this new brand campaign aims to get consumers as excited as we are about Royal Caribbean in 2016 and thereafter.”
