Content Creation for the German market
2020 / Royal Caribbean International / Position: Creative Manager (Art & Creative Direction, Production management during shooting)
Context: The DACH Market (Germany, Austria, Switzerland) is the second biggest cruise market in the world. However, Royal Caribbean’s brand awareness is low, mainly due to strong local competitors. Objective: The objective of this content production was to increase the perceived value of the product, show that Royal Caribbean is a very valuable family vacation option and fight cruising myths, and more specifically myths generated from Royal Caribbean being a North American brand. Strategy: All Brand content is usually produced by the headquarters in Miami and translated for all other international markets. Working with existing footage didn’t allow us to build credible storytelling with a longer shelve life. In order to engage with the audience, it was important to produce content which our European prospects would feel identified to -by for example- slowing down the pace of the video, focusing on activities and moments which Germans are after (basing ourselves on an recent Insight Research).
Collaboration with Black Box Production
Shooting: October 2019, Symphony of the Seas, Caribbean route departing from Miami
*All videos and images are property of Royal Caribbean International ltd