New Delhi, Nov 12, 2014:TIRUN Travel Marketing, exclusive India representative of Royal Caribbean International, the world's leading cruise brand, has launched a new ad campaign in India across broadcast media. Driven by the core communication "Bring the WOW back in your life", the TVCs and radio spots have been created to reiterate the pleasures of embarking on cruise holidays onboard the state-of-the-art ships of Royal Caribbean International. Created by the Mumbai based ad agency Please See Advertising, the TVC campaign aims at highlighting Royal Caribbean's brand salience and its leadership position in the Indian cruise market.
Mrs. Ratna Chadha, Chief Executive of TIRUN Travel Marketing, said, "The creatives for the advertising campaign turn the spotlight on the absolutely immersive and incredible experiences a Royal Caribbean International cruise holiday offers. Our aim is to reach out to a wider customer base and make deeper inroads with the revamped marketing initiatives. Hitherto, Royal Caribbean had sailings in Europe, the Americas, Australia and seasonally from Singapore. Now we have year round deployment from Singapore, hence we can reach out to a larger consumer base as the product is relevant to a lot many more because of the proximity of Singapore to India".
One of the biggest contributors to increase the size of a market is the proximity to the departure port, and with Singapore already being a popular holiday destination, adding a Royal Caribbean cruise just takes the experience to a whole new level. With India being a big source market for cruising, the home-porting of ships in Singapore spells good news for Indian travelers who can now experience affordable, world class cruise vacations closer to home. To put it into perspective, a cruise holiday to the Americas or Europe with flights to departure ports, pre/post hotel accommodation, visa and insurance and the cruise would cost approximately USD 6,000 per couple, whereas a cruise out of Singapore would start at about USD 2,200 per couple and making it highly competitive and in reach of many more Indians looking for a value driven holiday experience with a highly reputable global vacation brand.
By positioning Asia's largest ship Mariner of the Seas in Singapore, introducing year round deployments in the region and home-porting additional ships in China including their newly launched SMART ship Quantum of the Seas that will be based in Shanghai come June 2015, Royal Caribbean International has shown how deeply committed they are to the region. The Asia cruise market is poised for growth as a monopoly is being broken closer to home and if history is anything to go by, this spells high growth in the region compared to the annual 8-10%, average passenger growth of the global cruise industry.
The aim of the ad campaign is to help Indian travellers recognize Royal Caribbean International as the foremost cruise brand in the world and to come and enjoy the splendours of a holiday on its stellar ships. India is seen as a big source market for cruising and with ships home-porting in Singapore, this spells good news for Indian travelers who can now experience affordable, world class cruise vacations closer to home.
Avinash Thadani, Founder, Please See Advertising, said, "As Indians we love to be WOW'ed, and whats exciting is that the world is coming here to Wow us. Great global brands are opening up to the new India and offering their services for us to experience. Our goal with this campaign was to let more of India know that the world is so much closer to us, and that you can now be WOWed so close to home. That you now have the ability to experience the best of the world in your back yard."
The campaign is already on air on radio and the TVC will be launched today, and will be on for two weeks across leading television channels and radio stations. The TVC will be broadcast on NDTV, Star Movies and Star World HD on prime time slots. As far as radio promotions are concerned, Radio 1, Fever 104 and Hello FM are some of the channels that are broadcasting the spots.