Ocean Village launches TV campaign
Cruise brand Ocean Village is launching its first television advertising campaign, which features the voice of former Eastender Tamzin Outhwaite.
The 30 second animated campaign for Ocean Village has been developed in-house together with production house Tigervision.
The campaign is a partnership with high street travel agents The Co-Operative Travel Group and Travelcare and will appear in the ITV regions Granada, Central West and Yorkshire from 11 January.
Ocean Village, owned by Carnival Corporation and launched in 2003, was developed to try to overcome entrenched perceptions about cruises and prides itself on its informal and relaxed cruise itineraries. The ad imagery features beaches, mountain biking, jeep sight-seeing and scenes on-board ship.
The ad targets the 35-54-year-old demographic and the carries the brand’s usual strapline “the cruise for people who don’t do cruises.” There will be supporting radio and press activity.
Head of marketing Gill Haynes said: “We’re keen to harness the additional impact and cut-through TV can deliver for Ocean Village in the post-Christmas travel advertising frenzy. By focusing on the brand’s signature colours and laid-back, casual style, we’ve aimed to produce an ad that motivates cruise virgins, has afresh, upbeat feel and is inalienably Ocean Village.”
She added that the average age of a passenger on an Ocean Village cruise was now 44 and that the brand appealed to those “with a younger outlook and mindset.”
Cruise numbers have risen steadily in recent years in the UK to the point where more than one million bookings from the UK are now taken.
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