A Channel 4 documentary, TV sponsorship and turn-of-year advert narrated by the star of Doctor Who will form Royal Caribbean’s advertising and PR plans for the wave booking period.
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”.