Royal Caribbean TV ads target extended families
Lucy Huxley
Royal Caribbean is returning to national TV advertising for wave season aſter a two-year break with a new campaign focused on multigenerational families. Te ‘One Family. One Holiday’
campaign, to air from Boxing Day, will be narrated by Dr Who star Jodie Whitaker and “celebrates the modern multigenerational family in all its wonderful madness”, according to UK and Ireland managing director Ben Bouldin. He said the line had embarked
on a “deep-dive” into existing and potential Royal customers in the UK and Ireland to inform the strategic direction for the brand, with “a laser focus on families”. Marketing director Fiona Wylie
added: “Te complexities of modern families throw new challenges into holidaying – more people to please, different worlds colliding and extra tension all means more compromise to keep everyone happy. “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.”
An image from Royal’s new TV advertisement
For the past two years, Royal’s
turn-of-year campaigns have focused on outdoor, press and video-on- demand advertising, not TV. Bouldin said: “Our campaigns
over the last couple of years drove consideration among smaller groups of people but we need to drive awareness and go broader and more mainstream – hence national TV. “We are puting our money where our mouth is. Tis is our biggest-ever turn-of-year spend since Royal has been in the UK.” Bouldin said Royal would also
Armorgie to leave his roles at
Advantage and WIN in February Neil Armorgie, Advantage Travel Partnership’s global product director and chief executive of Worldwide Independent Travel Network (WIN), is to step down. He will leave on February 18 after 17 years with the consortium. Armorgie is joining Snowstorm Technologies, which has connections with WIN Hotel Hub. Ken McLeod will continue as non-executive director of WIN.
6 12 DECEMBER 2019
spend more on digital than ever before to support its new website, which went live last week. Royal will also be headline
sponsor of prime-time ITV Saturday night show Te Masked Singer for eight weeks from January 4. Plus, it has signed up to a three-
part documentary for Channel 4 and More 4, to be produced by James Corden’s company Fulwell 73 Productions. Te show, to be aired early next year, “will take an insider’s look at the largest ship in the world, Symphony of the Seas”.
Abercrombie & Kent buys
luxury rival Cox & Kings UK Abercrombie & Kent has acquired rival luxury operator Cox & Kings UK for an undisclosed sum. A&K said the deal would safeguard all 66 jobs and bookings. Kerry Golds, managing director of Abercrombie & Kent, said the business was “committed to investment in Cox & Kings” and taking it to “the next level”.
Advantage unveils ‘Count on Us’ consumer theme
Advantage Travel Partnership’s 2020 turn-of-year consumer campaign will centre around a ‘Count on Us’ message in a bid to help members atract more customers into their stores. Social media banners, email
marketing images, point-of-sale posters, and logos for digital and print use will be available from Friday (December 13). Te consortium has also
produced a leisure ‘kitemark’ and a customer-facing charter for agents to use in promotions to encourage holidaymakers to book through Advantage members. It will highlight that Advantage
members work only with reputable tour operators, hotels and airlines, allowing customers to travel safe in the knowledge that their holiday is financially protected. Te campaign will also extend to
Advantage’s communications with the travel industry to encourage suppliers and prospective members to consider working with or joining Advantage. Te consortium will host
webinars to explain the campaign to members, with advice on how best to implement it during the turn-of- year period. Advantage said its 650 members
were responsible for £4.5 billion of sales a year.
Global switches 2020 conference
venue to Dubai after Cook failure The Global Travel Group is to hold its 2020 overseas conference in Dubai instead of Cancun following the collapse of Thomas Cook. The consortium said it had booked flights to Mexico with Thomas Cook Airlines before it folded in September. Global expects more than 250 members and suppliers to attend the conference in Dubai on May 7-11.
travelweekly.co.uk
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