Royal Caribbean has hired marketing firm TVC in an effort to reach a younger audience in the United Kingdom. Royal Caribbean's new cruise ship Anthem of the Seas will be based in Southampton and the hiring is in conjunction with the announcement.
The project work will build up to the new ship sailing out from Southampton in April 2015, with couples and families among the key younger groups targeted.
TVC client service director James Myers believes his company can help Royal Caribbean reach a new group of people, "The brief is about reaching a new audience, and reaching people who would not normally consider cruising."
The six-figure deal will use music to evoke "holidays and good times" to help Royal Caribbean expand its share of the UK cruise market.
"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."
