Royal Caribbean tells Australians ‘this is not a cruise’

Royal Caribbean International has asked Australians to “Come Seek” a different cruise experience and join the “world’s biggest playground”.

The ad uses the slogans “this is not a cruise, this is a Royal Caribbean cruise” and “this is not your dream holiday, this is your next holiday”.

The brand campaign, created by Hulsbosch, aims to differentiate Royal Caribbean from its competitors by showing Australians the different activities on board such as snorkelling, indoor sky diving, surf riding, dodgem cars, rides and entertainment shows.

Kathryn Valk, director of sales and marketing at Royal Caribbean, said the campaign aims to help Australians and New Zealanders reconsider everything they think they know about going on a cruise.

“The TVC will open both new to cruise and existing cruisers to the possibilities and imagination of a holiday on Royal Caribbean, and to holiday experiences around the globe which simply can’t be matched anywhere else, on land or sea,” Valk said in a statement.

Hans Hulsbosch, ECD at Hulsbosch said the ad will “cement” the cruise line’s leadership position in the market.


  • Hans Hulsbosch – Executive Creative Director
  • Chris Round – Copywriter
  • Bettina Clark – Art Director
  • Sharif Monem – Senior Account Director
  • Hannah Sharp – Senior Account Manager

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