Royal Caribbean International has launched a new brand campaign
that embodies the most inspirational element at the very core of the
global cruise line’s offering … the sea. The campaign is aimed at
reawakening consumers to the sights and sounds of the sea and conveys
the relaxation, romance and adventure that only can be had on the open
waters aboard a Royal Caribbean cruise vacation. The campaign will kick
off with playful imagery of a conch shell as a phone – dubbed the
“Shellphone” – and communicates the campaign’s decree: “The Sea is
Calling. Answer it Royally.”
Through the new campaign, Royal Caribbean is
addressing the emotional aspects and motivations for taking a vacation
with the award-winning cruise line. “The Sea is Calling. Answer it
Royally.” engages consumers and invites them to explore their individual
best selves on a Royal Caribbean ship. The new campaign speaks to the
universal truths discovered through focus groups and quantitative
research conducted in 16 countries around the world, where people feel a
connection to the sea; where, at sea, one can feel detached from the
hustle and bustle of daily life, and the responsibilities of taking care
of everyone else; and that the Royal Caribbean brand conveys a sense of
quality and best in class. Throughout, "The Sea is Calling. Answer it
Royally." is presented in an easily relatable fashion through the
playful and witty tone of voice for which Royal Caribbean has been
known, particularly through the "Shellphone."
“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,” said Betsy
O’Rourke, senior vice president, Marketing, Royal Caribbean
International. “‘The Sea is Calling’ is a global-scale campaign that
will resonate with people no matter where they live, what language they
speak, or whether or not they’ve cruised before. 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 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.
More information is available at www.TheSeaisCalling.com.
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