Royal Caribbean International launced a new brand campaign that taps into the inspirational element at the heart of the global cruise line’s – experiencing the sea. The campaign aimes at reawakening travellers to the sights and sounds of the sea while conveying the relaxation, romance and adventure aboard a Royal Caribbean cruise. The Royal Caribbean Internationals “Shellphone” campaign “The Sea is Calling. Answer it Royally” seeks to engage consumers and invites them to explore their individual best selves on a Royal Caribbean ship. The new campaign addresses the fact that people naturally feel a connection to the sea, and while at sea, can feel detached from the hustle and bustle of daily life, and responsibilities while the Royal Caribbean brand conveys a sense of quality and best in class.
Betsy O’Rourke, senior vice president, Marketing, Royal Caribbean International saya that “We are tapping into the sea’s powerful, emotional force to reframe the context of cruising for consumers who don’t understand what a Royal Caribbean cruise vacation offers”.
‘The Sea is Calling’ is a global-scale campaign and we want vacationers everywhere to know that Royal Caribbean’s distinctive and innovative ships, personal service and breadth of destination experiences is how we ‘Answer it Royally.'”
The Royal Caribbean’s campaign will unfold over the coming weeks and officially launch in North America in January 2012, and then deploy globally throughout the new year. The Shellphone will begin appearing on Dec. 19 in a series of wild postings in major cities including New York, San Francisco, Chicago, Washington, D.C., Boston and Miami. The playful teaser campaigns, such as “Not 3G, Sea G” and “Our Rollover Plan: Tan Front, Then Back,” center on the Shellphone.
The official kick-off will be the airing of aspirational television commercials beginning Jan. 9, 2012. Consumers also can answer the call of the sea by declaring where in the world they would like to cruise and be entered into a sweepstakes on the Royal Caribbeans Facebook page.
Royal Caribbean has a history of creativity and innovation – delivering many at-sea industry firsts, such as ice rinks, rock-climbing walls, zip lines and Broadway shows – the cruise line continues to strive to deliver to guests an unforgettable and rejuvenating experience that appeals to vacationers of all ages. The company is a global cruise brand with 22 innovative ships, calling on more than 270 destinations in 72 countries across six continents. The line also offers unique cruise tour land packages in Alaska, Canada, Dubai, Europe, and Australia and New Zealand.
Royal Caribbean provides a world-class vacation experience with a wide range of signature onboard amenities, entertainment, and award-winning family programming. The cruise line has a 40-year history and has been voted “Best Cruise Line Overall” for eight consecutive years in the Travel Weekly Readers’ Choice Awards.