Royal Caribbean Asks "Why Not?" in New Brand Campaign


Royal Caribbean International has launched a new brand campaign to be featured on TV, in print and via a new website, the first new integrated brand strategy for the line in 10 years. North Americans will begin seeing the new spots beginning Monday, while the rest of the world will have to wait until 2009.

Centered on the notion of "The Nation of Why Not," two TV commercials (there is a 30-second and 60-second version) will invite vacationers to "secede from land and become citizens of the nation." The ads will incorporate a combination of live action and animation and concentrate on Royal Caribbean's global destinations and onboard activities and amenities. Case in point: Royal Caribbean is famous for innovations like onboard ice-skating rinks. One spot challenges viewers to do things at sea that they could do on land, "Why not ice skate on the equator and climb mountains at sea?"

For agents, Royal Caribbean will introduce the new campaign on November 17 with the first edition of The Why Not Herald, which will be a part of travel trade publications across the U.S. and Canada.

"The founding of The Nation of Why Not is not a revolution," said President and CEO of Royal Caribbean International Adam Goldstein, "but an evolution of Royal Caribbean’s legacy of presenting guests with a variety of unexpected possibilities onboard, such as rock-climbing walls, ice-skating rinks, and surf simulators, which have always prompted the idea of ‘why not?’”

Royal Caribbean will debut Oasis of the Seas in December 2009, followed by sister ship Allure of the Seas in late 2010.


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