TV | Print | Outdoor | POS | Brochure
For the past 3 years, Hometown London have led the charge on helping Royal Caribbean redefine their brand, challenging category norms and pushing the brand into clear water.
Faced with declining customer base, the business needed a change in direction, so we set about to define the new global strategy for the business one that would position Royal as a challenger to convention.
We defined the key obstacle that faced those weighing up a cruise as a holiday option – that across the board, the fear of having a hard-earned holiday that is ‘just okay’ often prevents people from trying something new. We have too few holidays to get one wrong, so we stick to what we know.
So we set out to show a non-cruising audience what it’s really like to cruise with Royal Caribbean, creating Where Extraordinary Happens, a global brand proposition that captures a spirit of excitement, playfulness and innovation, where adventure, luxury and thrill come together in one amazing holiday.
We help the brand embed these extraordinary values across their customer journey, creating their brochures, their call-scripts for telestaff, on-board materials, as well as handling their £5m above the line campaigns year-on-year – the latest campaign being “This is How To Holiday”, currently running nationwide.
Did It Work?
It’s having a stunning effect, with brand awareness soaring by 17% in 2017, sales by 32% and a 12% rise in new cruise audiences coming to the brand.
