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Creative

Royal Caribbean International Reminds Us About The Importance of Family in New Digital Campaign

Created by the cruise company and JWT x Mirum’s, The Social Team, the idea stemmed from data that showed Singaporeans were spending lesser and lesser time with their families

Royal Caribbean International Reminds Us About The Importance of Family in New Digital Campaign

Global cruise line, Royal Caribbean International is keeping the momentum going as it celebrates its 10th Anniversary in Asia, with its latest social media campaign #RCIFAMILYFIRST

Stepping away from the norm in messaging that focuses on its ships and activities onboard, Royal Caribbean decided to take a different route this time through a more emotional message that encapsulates its 2017 tagline, “Where Everyone Gets What They Need” from a Singaporean perspective. 

Brought to life by Royal Caribbean’s social media agency, JWT x Mirum’s, The Social Team, the idea stemmed from data that showed Singaporeans were spending lesser and lesser time with their families. Royal Caribbean took that insight as an opportunity to respond by spreading awareness to these real sentiments that hit so close to home.

The campaign video, shows influencer Aarika Lee having an heart-to-heart chat with a Singaporean father, son and grandmother, drawing what would be, thought provoking responses that would directly relate to majority of Singaporeans. Driving home the importance of family with a hashtag campaign #RCIFAMILYFIRST, Royal Caribbean takes it a step further by offering 3 cruise prizes for not just families, but their extended members as well with a contest hosted on their Facebook page in hopes of creating the ultimate ambiance for quality family time.

“We have been in the market for 10 years and we would like to do something different. We want to give something of great value back to the society. We want to connect with our guests beyond their wants. We hope with this campaign, we can show them what they really need and one of them being spending quality time with the family.  – Nicole Lai, Head of Marketing (Asia Pacific), Royal Caribbean International.

The #RCIFAMILYFIRST campaign received over 100 organic entries within the first few hours of its launch and will run until 18 October 2017.