|Posted by RCI fans on November 13, 2014 at 8:35 AM|
Royal Caribbean has launched its first ever TV campaign in Australia.
The 'It's Royal Caribbean Time' campaign is designed to raise awareness about what cruise ships offer to Australian audiences. The TV campaign comes after recent research found that customers down under are most concerned about price and are not influenced by what cruise line they sail with.
Royal Caribbean Commercial Director Sean Treacy told Mumbrella the research showed people did not look at brand at all.
"What was really surprising, and frankly a little damaging to our egos, was that people who are new to cruising can’t tell one cruise brand from another,” he said. “They are merely comparing one big white ship with another and they find it difficult to tell the difference between the likes of us, Princess Cruises and most surprising, P&O."
Royal Caribbean took the research as a "wake up call" to how they were marketing in the Australia market and as a result will be increasing its brand marketing to raise awareness.
Watch the new TV campaign below: