The #cruisechallengeaccepted campaign is the first activation the agency has created for Royal Caribbean since winning the business earlier this year
Creative and technology agency, whiteGREY has launched a social media campaign for Royal Caribbean International, partnering with global social media sensation and Australian comedy Queen, Celeste Barber.
whiteGREY's #cruisechallengeaccepted campaign aims to convince Australians that a Royal cruise ship can be a holiday destination in itself and challenges comedian Celeste Barber to complete several Royal Caribbean onboard experiences in just one day. The clincher is; Celeste is on dry land.
Says Chad Mackenzie, executive creative director, whiteGREY: "It's almost impossible to explain how many incredible experiences there are onboard a Royal Caribbean ship. So, the thought of unpacking that experience on dry land and challenging someone to do it all intrigued us. Challenging Celeste Barber was even more intriguing. Celeste took on this impossible task and brought the Royal experience to life in a truly unique and very entertaining way."
Barber rolls out the 5 x 15 sec videos as she attempts the "#cruisechallengeaccepted" challenges to her 4.4 million Instagram followers on July 29 following up with a 130 sec 'wrap-up' video posted to her facebook account on July 30.
During the challenge, Barber attempts to replicate a variety of Royal Caribbean's unique onboard activities including RipCord by iFLY (sky-diving), FlowRider (surfing), and a show-stopping stage show performance. The Bionic Bar (a futuristic robotic bar), and Jamie's Italian by Jamie Oliver also feature in the series. Barber puts her own comical twist on the activities and takes her family along for the crazy challenge.
Further optimising the "#cruisechallengeaccepted" campaign as it rolls out across Royal Caribbean social channels, Royal Caribbean will launch a competition challenging Australians to attempt a Royal Caribbean activity on dry land and share their results to be in with a chance to win a cruise.
Says Barber: "How could I resist this challenge? On a Royal Caribbean cruise, you have so many great activities all in close proximity. I was totally up for the challenge of attempting to do all the awesome things you can do on a Royal Caribbean cruise but doing them all in one day on dry land."
Says Kathryn Valk, director, sales and marketing, RCI: "The #cruisechallengeaccepted social series with Celeste Barber does a great job at showcasing the endless experiences that provide incredible entertainment and value to families onboard our ships. We thoroughly enjoyed partnering with Celeste to prove that everything is more fun and accessible onboard a Royal Caribbean cruise."
whiteGREY commenced working with Royal Caribbean at the start of 2018. Since winning the business, whiteGREY has spent six months working closely with Royal Caribbean defining its digital strategy across the digital ecosystem.