Royal Caribbean Celebrates Modern Multi-Generational Families with Truant

Royal Caribbean International launches major new strategy and creative from Truant London. Campaign comprises TV commercial and brand’s first sponsorship idents for five years

Royal Caribbean International has launched a major new family-focused strategy and creative direction with help from the brand’s lead agency, Truant London.

With creative work that marks a significant departure from Royal Caribbean’s recent campaigns, the TV commercial – One Family One Holiday – breaks across all major channels and VoD from 26 December 2019. The spot conveys how Royal Caribbean holidays can be used to leave behind the stress of day-to-day life and connect with extended family members.  

Narrated by Jodie Whittaker of Dr Who fame, the vibrant commercials shows how families have evolved beyond the standard issue 2.4 children unit into multi-generational groups of all sizes and all ages. Through the lens of a modern family, we see families across the spectrum relishing a plethora of activities on a Royal Caribbean holiday.

Building on the importance of the brand being present during shared moments in time, where families come together, Royal Caribbean will also be the headline sponsor of new prime time Saturday night ITV show, The Masked Singer.

The brand new UK version of the international smash hit series will air on Saturday nights from January 2020 and will feature Royal Caribbean idents that bring to life the overall premise of The Masked Singer, in a ‘Royal’ way.  

Fiona Wylie, Marketing Director, Royal Caribbean UK and Ireland, said: “The complexities of modern families throw new challenges into holidaying – more people to please, different worlds colliding and extra tensions all means more compromise to keep everyone happy. ​Families have changed and it was important for us to inspire new-to-cruise families to consider a Royal Caribbean holiday by showing them we understand modern family dynamics and have holidays that are perfect for them.”  

Simon Labbett, Truant’s Founding Partner and ECD, added: “What we want from holidays has changed. Two weeks of sun, sand and sea no longer cut it.  Our new campaign focuses on the beauty of the modern family and how we holiday; something which now extends way beyond the two point 4.”

Source: Truant

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