Flying high: A still from the TV ads (Picture: Royal Caribbean)
Doctor Who star Jodie Whittaker is to narrate commercials for Royal Caribbean in a three-pronged TV campaign to sell the cruise line to ‘modern families’ in Britain.
The ad, ‘One Family. One Holiday’, which will premiere on Boxing Day, shows how families of all types and ages come together when they choose to holiday the ‘Royal’ way.
Jodie Whittaker (BBC)
The cruise line will also be the headline sponsor of new prime-time Saturday-night ITV show The Masked Singer – starring judges including Jonathan Ross, Rita Ora and Divina McCall – from January.
Finally, a three-party documentary on Royal Caribbean’s Symphony of the Seas – the world’s biggest cruise ship – will air on Channel 4 in one-hour episodes in the early part of 2020.
‘Our new approach celebrates the modern multi-generational family in all its wonderful madness,’ said the cruise line’s UK & Ireland managing director Ben Bouldin.
The TV campaign ‘celebrates a holiday that caters to everyone’s needs, however big or small your family is, so compromising can become a thing of the past,’ he added.
Sponsorship: The Masked Singer (Picture: ITV)
Fiona Wylie, Royal’s UK and Ireland marketing director, 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.’
And Linn Frost, partner in ad agency Truant London, said: ‘What we want from holidays has changed – two weeks of sun, sea, and sand no longer cut it. Our new campaign focuses on the beauty of modern family and how we holiday.’
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What do these two ads tell us about the cruise industry approach to tempting new passengers?