Living the big life

Royal Caribbean International

Royal Caribbean International is the world’s largest and most innovative cruise brand. Their ships feature never-before-seen features and technologies, amazing on-board activities and a unique array of dining experiences that no other brand can offer. With the Asia Pacific cruising market experiencing extraordinary growth, Hulsbosch was tasked with creating a compelling brand platform across the region including, China, Hong Kong, Singapore, India, Australia and New Zealand.

Based on the insight that the biggest cruise ships offer the biggest holiday experiences, Hulsbosch created a fully integrated campaign inviting cruise goers to ‘Live Life Big’ with Royal Caribbean. A visually epic Pan-Asia Pacific 90sec brand film launched Royal Caribbean to an audience of billions. The campaign was strongly supported by further TVC executions as well as extensive retail, digital, point-of-sale, and direct mail components. The rollout of multiple executions across the region required intelligent insights and strong creative leadership to ensure its success.

The ‘Live Life Big’ campaign has achieved extraordinary results in a short space of time, surpassing all expectations. In the past year brand awareness has grown 17%, and power in the mind has increased by 10%. Leveraging this success, Hulsbosch continues to evolve the campaign to further grow the Royal Caribbean brand across the region.

Project Scope

Brand strategy and positioning
Messaging and tone-of-voice
Brochure design and production
Press and online advertising
Point-of-sale and direct mail campaigns
TVC campaign implementation

‘Hulsbosch are not anchored in old ways of thinking, they’ve got a very young mind. Their creative process is to help the client better understand themselves and their business and that’s why they work with CEOs, because they know it better than anyone. Never set and forget. Always improve’

Gavin Smith
Senior Vice President, Royal Caribbean

‘Deep within Hulsbosch is a passion to win. They do it better than anyone else.’

Gavin Smith
Senior Vice President, Royal Caribbean