Royal Caribbean launched a new brand campaign that looks to tap into consumers connection with the sea to help escape to a new vacation.
The campaign is aimed at "reawakening consumers" to the idea that being on the ocean is relaxing, rejuvenating and romantic when on a Royal Caribbean cruise. The new advertising plan will start off with a conch shell acting as a phone, called a "shellphone" to communicate the decree "The Sea is Calling. Answer it Royally."
The idea behind the campaign comes from research through focus groups in 16 countries that resulted in a sense that people feel a connection to the sea and that being on a Royal Caribbean cruise is a great way to "get away from it all".
Royal Caribbean's Senior Vice President of Marketing described the new campaign, "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 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 new shellphone advertisements will begin appearing on December 19 in major cities such as New York, San Francisco, Chicago, Washington, D.C., Boston and Miami. The campaign will officially kick off in January 2012 with a focus to drive consumers to http://www.theseaiscalling.com.
New 30-second and 60-second commercials on television will begin on January 9, 2012.