Titled the InstaFilm Festival, the event invites cruise enthusiasts to capture 15-seconds of film that expresses their ‘WOW’ moments, using Instagram’s new video feature and including the hashtag #InstaFilmFest.
The most-popular films will be celebrated at a VIP onboard screening event in February 2014. Prizes will be awarded to the best film chosen by judges, the most popular film chosen by the public, and voters picked via a lucky draw.
The campaign, part of a global brand initiative, is Royal Caribbean’s largest marketing investment in the Australasian region to date and is supported by print, website, social media and public relations.
A six-week cinema-advertising campaign is running in Sydney, Melbourne and Brisbane until 12 October. Press advertising in metropolitan newspapers and full-page brand ads in women’s magazines are scheduled for September and October as well.
The festival was conceived and developed by Hulsbosch – Communication by Design and digital partner Circul8.
Jaid Hulsbosch, director of Hulsbosch - Communication by Design, said the clear strategic advantages in using Instagram are in content sharing, which can generate positive brand perceptions and heighten brand awareness in this market.
Alana Stocks, managing director at Circul8, said Instagram is a perfect tool for capturing exciting moments. “Those are the moments people want to share with everyone, a behaviour that ultimately fuels our earned-media strategy," she said.
Managing director Alana Stocks
Creative lead Elizabeth Commandeur
Lead designer Fabien Gouby
Account manager Alice Mansell
Producer Nicla Comparin
Social media manager Rosie Apps