Royal Caribbean International launched a new brand campaign that kicks off with imagery of a conch shell as a phone – dubbed the “Shellphone” – and communicates the campaign’s decree: “The Sea is Calling. Answer it Royally.”
“The Sea is Calling. Answer it Royally.” campaign uses information gained through focus groups and quantitative research conducted in 16 countries around the world. Throughout, "The Sea is Calling. Answer it Royally." is presented in a relatable fashion through the tone of voice for which Royal Caribbean has been known, particularly through the "Shellphone."
Created by Royal Caribbean’s 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 Jan. 2012, before deploying 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. Headlines incorporated in the teaser campaign, such as “Not 3G, Sea G” and “Our Rollover Plan: Tan Front, Then Back,” center on the Shellphone.
The official kick-off will be the airing of television commercials of everyday people interacting with the “Shellphone” (30-second and 60-second versions) beginning Jan. 9, 2012. Consumers can also declare where they would like to cruise and be entered into a sweepstakes at www.Facebook.com/RoyalCaribbean.