LONDON: Royal Caribbean, the world's second-largest cruise operator, has hired TVC as it seeks to reach a new audience of younger vacationers.
Following a pitch, it has brought on the agency for communications assistance for the launch of Anthem of the Seas, a 4,180-passenger ship featuring music and entertainment.
James Myers, TVC's client services director, suggested the ship is part of Royal Caribbean's efforts to attract a wider range of customers.
“The brief is about reaching a new audience and reaching people who would not normally consider cruising,” he said.
As part of the six-figure contract, the agency will use music to evoke “holidays and good times” in an attempt to expand a market worth £2.5 billion, or about $4 billion, in the UK.
The project work will build up the new ship which is scheduled to sail from Southampton, England, in April 2015, with couples and families among key younger groups targeted.
“It's a growing market,” Myers said, “but it's growing slowly, with a large amount of return cruisers.”
“Reaching a new audience is seen as difficult, so we're trying to help dispel the myth that a cruise holiday may not be the coolest, most credible way to spend a holiday,” he added.
Royal Caribbean, which posted a net income of $378 million in the third quarter, will continue to work with Siren PR on a retained basis.
This story originally appeared on the website of PRWeek UK.