Royal Caribbean International has revealed its new marketing campaign to mark the start of its WAVE promotion period. The multi-million pound campaign, which includes TV, VOD, Radio, Digital, Social, PR and Trade, takes Royal Caribbean into new territory with the launch of its new disruptive documentary-style TVC, portraying cruise holidays in an entirely new light.The new ‘Where Extraordinary Happens’ campaign showcases the real-life experiences and memories that can be created on a Royal Caribbean holiday. The TVC will debut in the UK on 26 December and will run across all major UK stations and their digital subsidiaries, as well as major Irish networks until the first week of February 2017.The TVC captures the true-to-life moments and destinations of a Royal Caribbean holiday, challenging perceptions that cruising is ‘one size fits all’. It features a mixture of both vibrant and tranquil moments and sounds, including crickets on the beach, church bells, a child’s laughter as well as the sound of a waterfall. The campaign looks to encapsulate the holiday sensation, transporting people back to their favourite holiday moments, inspiring them to create new holiday memories and ultimately, making viewers consider a cruise holiday.CreditsCreative director: Simon Labbett, David GambleArt director: Luke TillCopywriter: Lawrence BushellAdditional credits: Media agency: MindshareProduction company: Pulse FilmsDirector: Nez