RPM wins right to take Royal Carribean experience to families

Royal Caribbean International has appointed RPM to activate its family focused experiential activity. RPM won the appointment after a pitch against the brand’s incumbent agency. RPM’s first campaign for Royal Caribbean International launches on 14th September 2013.

RPM’s primary brief is to encourage new-to-cruise families to consider Royal Caribbean as their holiday option by engaging with a family demographic in the live environment.

The agency responded by conceptualising and developing an interactive family experience that brings to life the family-friendly facilities and activities that are available through a Royal Caribbean holiday, both on-board and on-shore.

RPM’s campaign concept invites families to create their ideal holiday photo album using green screen technology to immerse them directly into the action. Families, choose an activity from a selection of images that they would like to do together. Participants have their photo taken and are then given a printed copy of their image to take away. At this point it is revealed that all of the activities are available on a Royal Caribbean Cruise, highlighting the appeal of Royal Caribbean as a family holiday destination. Participants are also invited to share their images at home and enter a competition to win a cruise.

The two-month long campaign will tour family-orientated theme parks and shopping centres such as Kent’s Bluewater, Manchester’s Arndale and Glasgow’s Silverburn.

Jo Briody, head of marketing UK & Ireland at Royal Caribbean International, said: “Cruises are often associated with an older demographic but this thinking is outdated. Our holidays are incredibly family-friendly and RPM’s idea of using green screen technology to literally ‘put people in the picture’ gives families a chance to experience how a cruise would feel, whilst additionally providing an opportunity to interact with our brand.”

Dom Robertson, RPM’s managing director, said: “We’re thrilled to be partnering with Royal Caribbean Cruises. It’s exciting to create and deliver our pitched concept; tangibly showing families how much fun they can have on Royal Caribbean cruises and shifting the perception that cruises are for older generations. This campaign really brings to life Royal Caribbean’s family offering and will increase the brands commercial value as a direct result of increased bookings. ”