After a two-year absence, Royal has invested “heavily” in TV across the first quarter of 2020, based on research conducted earlier this year.
Ben Bouldin, associate vice-president and UK and Ireland managing director, said the “deep dive” consumer study had created a campaign with a “laser focus on families”.
On ITV, Royal will headline sponsor a new Saturday night entertainment show, The Masked Singer, with brand idents shown before and after ad breaks.
Royal’s own TV campaign – One Family. One Holiday – will be narrated by Doctor Who actress Jodie Whittaker.
The advert will show “the emotional connection” of different families when they choose to holiday “the Royal way”.
Fiona Wylie, Royal’s UK and Ireland marketing director, said: “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.”
“Our new approach celebrates the modern multigenerational family in all its wonderful madness,” Bouldin added.
Meanwhile, a new documentary will offer “an insider’s look” at life onboard Symphony of the Seas with three 60-minute episodes scheduled to air on Channel 4 and More 4 during wave.
The show has been created by James Corden’s production company, Fulwell 73 Productions, and will focus on “why Royal Caribbean holidays are perfect for families of all ages and stages”, the line said.
