18-Sep-2013 8:00 PM

Global cruise brand Royal Caribbean International, launches the world’s first Instagram social media film festival today as part of ‘Designed for WOW‘, a national brand awareness campaign.

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Titled the InstaFilm Festival and conceived and developed by Hulsbosch – Communication by Design and digital partner Circul8, the central idea is to capture 15-seconds of film that expresses cruise enthusiasts’ ‘WOW’ moments.  The campaign is Royal Caribbean’s largest marketing investment in the Australasian region to date and is supported by print advertising, website, social media and public relations.

The InstaFilm Festival invites people to upload their ‘WOW’ moments using Instagram’s new video feature via the hashtag #InstaFilmFest. Passengers, friends and family can also vote on their favourite short film captured anywhere, anytime not just on board a Royal Caribbean cruise.

Those films receiving the most votes will be celebrated at a special VIP on board screening event to be announced for February 2014. An expert panel of judges to be announced late 2013 will choose the winners.

Adam Armstrong, Commercial Director, Royal Caribbean International, Australia commented, “As the most innovative cruise line in Australia this particular campaign speaks directly to our positioning. I have every confidence that the strategic brand thinking that Hulsbosch and Circul8 have built into this initiative will prove highly successful and drive conversion for the 2013 - 2014 cruise season.”

Prizes will be awarded to the best 15 seconds of ‘WOW’ winning a South Pacific cruise on board Radiance of the Seas valued at over AU$3,500; to the most popular ‘WOW’ moment (People’s Choice) winning a two night cruise on board Rhapsody of the Seas valued at over AU$1,000 plus all people voting for their favourite ‘WOW’ moment will go into the draw to win a Black Edition GoPro camera valued at AU$400.

Jaid Hulsbosch, Director, Hulsbosch - Communication by Design said, “We couldn’t be more excited about the impact that this integrated campaign will have on customer engagement and ultimately on Royal Caribbean’s sales. The clear strategic advantages in using Instagram are in content sharing, which can generate positive brand perceptions and heighten brand awareness in this market.”

The Australian campaign is part of a global brand initiative. Offices in the USA, UK, Ireland, Singapore, China, Mexico and now Australia worked with Royal Caribbean International’s Miami headquarters to ensure brand consistency across the media supporting the campaign.

Alana Stocks, Managing Director, Circul8 said, "We utilised the new video feature on Instagram for this world first campaign as it's the perfect tool for capturing those moments in peoples’ lives that make them go 'WOW'. And those are the moments people want to share with everyone, a behaviour that ultimately fuels our earned media strategy."

Paid media also includes a six-week metropolitan cinema advertising campaign in Sydney, Melbourne and Brisbane, which commenced on 31 August running through to 12 October. Press advertising will be running in metropolitan newspapers in NSW, QLD, VIC and WA, and and full-page brand ads in women’s titles including Mindfood and New Idea scheduled for September and October.









Hulsbosch – Communication by Design: Hans Hulsbosch, Executive Creative Director; Jaid Hulsbosch, Director; Belinda Hubball, Design Director; Lisa Rowlinson, Account Director; Karen Pineda, Account Manager; Matt Hird, Creative Services Manager.

Circula8: Alana Stocks, Managing Director; Elizabeth Commandeur, Creative Lead; Fabien Gouby, Lead Designer; Alice Mansell, Account Manager; Nicla Comparin, Producer; Rosie Apps, Social Media Manager.Enter Content Here


For further information contact

Chantal Omodiagbe, Hulsbosch - T: +61 2 942 24812 or

Alana Stocks, Circul8  - T: +61 2 93316685 or

Tessa Anderson, RCL Cruises Ltd Australia – T: +61 2 9937 5491 or

Media contact

Tessa Anderssen
PR Manager

Telephone: 02 9937 5491

Fax: 02 8065 3564

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