Royal Caribbean tries out a different voice...

[Jason]

by Jeffery D. Zbar

Special to the Sun-Sentinel

How do you say, "Get out there" in Spanish?

For Royal Caribbean International, a loose translation is Explora a tu manera (Explore in your own way). And its use reveals a keen insight to Hispanic consumers.

In its first Spanish-language ad campaign since naming a new Hispanic agency last year, the Miami-based cruise line's ads borrow from the general market campaign's energy and appeal. But the new work doesn't overwhelm Hispanic consumers in a heavy-handed push likely to discourage prospects from sailing.

The new ads, from agency del Rivero Messianu DDB in Coral Gables, are a fresh take on the cruise line's high-energy general market campaign. Designed to harmonize with the English-language work from Boston-based Arnold Communications, the Hispanic effort targets adventurous Latino prospects looking to do more on their family vacations.

The campaign uses the newly developed tagline, Explora a tu manera. The 30-second TV commercial, the first of three planned, is entitled Choices. It opens with a shot of a family inside a ship cabin. As the parents unpack, the impatient kids excitedly shout the activities they can do, like swimming with dolphins or playing basketball. The commercial then cuts away to show some of the activities available on board and on excursions.

While some companies choose to translate or "adapt" their general market work to the Hispanic audience, del Rivero borrowed the "explorer" concept, energy and imagery from Royal Caribbean's English-language work for use only as a guide, said Luis Miguel Messianu, chief creative officer at del Rivero Messianu DDB. Like the award-winning "Get out there" general market campaign, the Hispanic work shows the entertainment and activity options.

But research and agency knowledge about the Hispanic consumer market revealed the need for ads portraying a slower pace that's more likely to resonate with Hispanic consumers, he said. Moreover, Hispanics are less likely to take tours, but they want to know what options are available on the vacation, he said.

"These aren't as intense as the general market ads," Messianu said. "It's all about building synergy while ensuring relevance. 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. Hispanic consumers say, `Give me latitude.' That's what we're trying to communicate here. They're high-energy, but in Hispanic terms."

The campaign includes three Spanish-language TV spots, the first of which is airing in the port markets of Miami and Houston. The campaign also will run in San Diego. The spots are airing on local affiliates of national Hispanic networks. The campaign also includes radio and outdoor ads appearing later in the first quarter.

This is the first campaign from del Rivero since winning back the account last year. The agency had held the account in the 1990s, losing it to Miami shop CreatAbility several years ago. With CreatAbility's closure in January 2003, Royal Caribbean held a review last year. Del Rivero won that review in September.

Future ads, likely to appear in the coming months, will continue to show families and activities. As the ads debut, those who have seen the general market work will recognize its connection with the Hispanic work, Messianu said. The two campaigns will offer a "holistic" tie-in between general market and Hispanic markets, he said.

"They're going to feel like they're part of the same family," he said. "But the Hispanic work has its own personality and its own look, definitely its own energy."

[DaCruzNut]

Vivo en Miami, tan este escribe a máquina de la cosa es muy común. ¡De hecho, si no había sido traído a mi atención, yo hago, probablemente, no tiene aún nota!

(I live in Miami, so this type of thing is very common.

In fact, if it had not been brought to my attention, I would, probably, not have even noticed!)