RPM sets sail with new Royal Caribbean International campaign

RPM will recreate Royal Caribbean activities using green screens
RPM will recreate Royal Caribbean activities using green screens

Agency RPM has been appointed by cruise line Royal Caribbean International to handle its family-focused experiential activity, which launches this week.

RPM’s first campaign for the cruise holiday business begins this Saturday (14 September) and aims to encourage new-to-cruise families to consider Royal Caribbean as their holiday option.

The two-month long campaign will include an interactive experience that brings to life the family-friendly facilities and activities available through a Royal Caribbean holiday, both on-board and on-shore.

Using green screen technology, families will be able to create their ideal holiday photo album choosing from a number of activities that they would like to do together and immerse themselves directly into the action.

Participants will also be invited to share their images at home and enter a competition to win a cruise.

The Royal Caribbean International campaign will tour family-orientated theme parks and shopping centres such as Bluewater in Kent, 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at Royal Caribbean International, said: "Cruises are often associated with an older demographic but this thinking is outdated.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, added: "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."

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