Royal Caribbean launches ‘Come Seek’ brand campaign in New Zealand via Hulsbosch, Sydney

Global cruise line Royal Caribbean International has kicked off the New Year by launching its first major multimedia advertising campaign in the New Zealand market with a 30 and 15 second TVC on TVNZ1 and TVNZ2, which began screening earlier this month during prime time viewing, created by Sydney agency Hulsbosch.

The intelligent new brand campaign aims to set the brand apart from competitors in New Zealand by inviting consumers to ‘come seek’ the Royal Caribbean difference. The campaign will continue to run on TVNZ until February 17, and is accompanied by a three month print campaign in the Herald on Sunday’s travel insert, which was launched with a full page advertisement on January 7.

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“Come Seek’ was inspired by Royal Caribbean’s US positioning, and the localised campaign was created for the Australasian market by the cruise line’s long-standing Sydney based brand and creative agency partner, Hulsbosch.

Kathryn Valk, director of sales and marketing, Royal Caribbean, said the cruise line was delighted to be able to support the New Zealand market through the introduction of such an innovative campaign.

Says Valk: “Come Seek is an invitation to Australians and New Zealanders to re-consider everything they think they know about cruising.

“The TVC opens both new-to-cruise and existing cruisers to the possibilities and imagination of a holiday on Royal Caribbean, and to holiday experiences around the globe which simply can’t be matched anywhere else, on land or sea.

“These are features and technologies which are uniquely Royal Caribbean – like the 90 metre tall North Star viewing platform, the ice-skating rink and iFly skydiving simulator – symbols of the Royal difference, and of just how far the cruising industry has come in the last decade.

“It’s fitting that as we launch this new campaign, we mark our 10th anniversary of bringing our game-changing ships down under.

“Each year for the past 10 years, we have been lifting the bar even higher and taking the cruise experience to a new level, by bringing newer and larger award-winning ships to Australian and New Zealand waters and helping to drive the incredible growth in cruise nationally.”

As the market enters the peak ‘wave’ summer booking period for cruise this month, the Hulsbosch tactical approach targets New Zealanders who are new to the cruise category, but who are increasingly seeking exciting, imaginative travel experiences.

Hans Hulsbosch, executive creative director said that Hulsbosch has successfully partnered with RCI for the past 10 years, building the brand over many successful campaigns.

Says Hulsbosch: “This time, I am very excited we have been able to work with the US positioning to create a unique campaign for our market. ‘Come Seek’ will cement Royal Caribbean International’s leadership position in the market.”

This summer cruise season, Royal Caribbean will operate four of the most incredible megaliners sailing down under, including the newest, largest and most technologically advanced ship ever to sail here, the USD$1 billion Ovation of the Seas.

Agency – Hulsbosch

Hannah Sharp – Senior Account Manager