Royal Caribbean focuses on brand messaging to manage public relations


Royal Caribbean Vice President and Global Chief Communications Officer, Rob Zeiger, is the head of the cruise line's branding and a new interview with him showcases the challenges of what the company is trying to do in marketing itself.

PR Week posted a lengthy interview with Zeiger that looked at what he and his team do each day to deliver the message Royal Caribbean wants to offer.

There is plenty of negative cruise ship coverage in the media, so Zeiger focuses on how fun and affordable a cruise ship vacation can be.

"Royal Caribbean is aimed at families who want to do stuff, so on some ships we have skydiving, surfing, rock climbing, ice skating, and ziplining.  There is something for every generation."

A great example of marketing specific to a region is when Navigator of the Seas went to Texas and a pair of enormous, inflatable longhorns were adorned on the ship.  But when Royal Caribbean announced Anthem of the Seas was coming to the UK market, they went for something far more subdued.

Also of interest is the fact Royal Caribbean has completely revamped its crisis room.  This summer, Royal Caribbean tore down its crisis room and replaced it with a new state-of-the-art notification system.

When a fire broke out on Freedom of the Seas in July, Zeiger says his team’s comms approach was similar to a telegraph system, providing the public with constant updates. He adds that his team prefers that strategy, as opposed to waiting until they have all the information to send out a press release be-cause "it is a given" that people want to know what is happening as quickly as possible.

You can read the entire interview with Rob Zeiger here.