Royal Caribbean has launched a new brand campaign which seeks to embody the most inspirational element of its core 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.
“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.
Created by Royal Caribbean’s lead advertising agency, JWT New York, in partnership with media agency Mindshare, 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 began appearing on December 19th in a series of wild postings in major cities including New York, San Francisco, Chicago, Boston and Miami.
The official kick-off will be the airing of aspirational television commercials of everyday people interacting with the “Shellphone” (30-second and 60-second versions) beginning January 9th, 2012.