Royal Caribbean introduces 3D advertising
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Leading cruise line Royal Caribbean International is set to be the first ever UK travel brand to develop and air 3D cinema advertising as part of its marketing communications campaign during the two month peak sales period of January to February rolling through March 2010.
The new 3D cinema advertisements will be seen from 8 January until 31 March 2010 in Pearl and Dean Cinemas nationwide, and are combined with additional consumer experiences such as interactive flooring messages and HD TV screens. The 3D adverts will run at screenings of James Cameron’s blockbuster movie, Avatar.
This is the first time that Royal Caribbean International has employed cinema advertising as part of its marketing mix. The new 3D cinema adverts are supported by a TV campaign, national newspaper print advertising, direct mail and online adverts in the new 2010 multi-million pound campaign.
Royal Caribbean International head of marketing, Jo Briody, explains:
“New releases such as Avatar are changing the way people consume film, and innovation-led brands need to be on top of this trend.
“Royal Caribbean International has a tradition of doing things differently and being first, from the first open air parks and ice rinks on cruise ships to now the first 3D advertising campaign from a travel brand in the UK. Royal Caribbean International is excited to be leading the way in 3D advertising and are confident that this new channel will be equally effective for our brand’s awareness in the future.”
The new advertising campaign is part of a global shift in advertising message from Royal Caribbean International. The new ‘Nation of Why Not’ campaign was developed by JWT and the UK cinema 3D advert adaptation produced by Bird Studios.
To view the adverts go to www.royalcaribbean.co.uk.
Royal Caribbean International is a global cruise brand with 21 ships currently in service and one under construction. The line also offers unique cruise tour land packages in Alaska, Canada, Dubai, Europe, and Australia and New Zealand. For additional information or to make reservations, call your travel agent, visit www.royalcaribbean.co.uk or call 0844 493 2061. Travel professionals should go to www.cruisingpower.co.uk.
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