Cruise line to hit TV for first time as research provides ‘wake-up call’ for Royal Caribbean

Cruise line Royal Caribbean is to launch its first TV crusade in Australia after describing research which showed a lack of awareness for the brand as a “wake-up call”.

Commercial director Sean Treacy admitted egos were damaged at the results of a survey which found consumers who had not cruised before knew next to nothing about the company.

“What was really surprising, and frankly a little damaging to our egos, was that people who are new to cruising can’t tell one cruise brand from another,” he said. “They are merely comparing one big white ship with another and they find it difficult to tell the difference between the likes of us, Princess Cruises and most surprising, P&O.”

He said Royal Caribbean will take to the TV screens before the end of the year in a bid to raise awareness of the brand and to showcase onboard activities. “We have been too quiet for too long in Australia,” Treacy said.