Royal Caribbean New Hispanic Ad Effort.

Royal Caribbean International is launching a new advertising campaign targeting adventurous Hispanics looking to explore, have fun, and do more on their family vacations. The initial wave of the campaign includes three Spanish-language TV spots, the first of which is airing in Miami and Houston.

The 30-second TV commercial, titled “Choices,” opens with a family inside a stateroom on one of the line’s Voyager-class ships. As the parents unpack, the kids impatiently jump around shouting out all of the things they are eager to start enjoying, such as: ” I want to swim with dolphins,” and “I want to play basketball.” The commercial goes on to depict the wide variety of exciting and unexpected activities that can be enjoyed on and off the ship such as the rock-climbing wall, ice skating rink, an excursion to Mayan ruins, and a hot-stone massage. “We are pleased to be back in two of our key Hispanic markets with a new campaign that showcases why Royal Caribbean is an outstanding vacation option for Hispanic travelers,” said Dan Hanrahan, senior vice president, Marketing and Sales, for Royal Caribbean International.

“Our ships and itineraries offer an array of activities, entertainments and destinations that are ideal for families to experience together, whether that family is simply a couple, or an extended family complete with the kids and grandparents.” The new campaign, created with Royal Caribbean’s Hispanic agency of record, del Rivero Messianu DDB, also will include print, radio and outdoor advertising elements appearing later in the first quarter. All components in the new campaign will carry the tagline “Explora a tu manera” (Explore in your own way/at your own pace) and are designed to harmonize with and build on the company’s award-winning “Get Out There” campaign, first launched in 2000.

“It’s all about building synergy while ensuring relevance,” said Luis Miguel Messianu, Chief Creative Officer of del Rivero Messianu DDB. “The notion is still to explore, but at your own pace, focusing on activities for the entire family, which is so important in the Hispanic community.”