Tuesday, December 13, 2011 - ROYAL CARIBBEAN INTERNATIONAL LAUNCHES NEW GLOBAL BRAND CAMPAIGN, BECKONING CONSUMERS TO HEAR THE CALL OF THE SEA
MIAMI, Dec. 13, 2011 - Royal Caribbean International today launched a new brand campaign that embodies the most inspirational element at the very core of the global cruise line's 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. The new campaign speaks to the universal truths discovered through focus groups and quantitative research conducted in 16 countries around the world, where people feel a connection to the sea; where, at sea, one can feel detached from the hustle and bustle of daily life, and the responsibilities of taking care of everyone else; and that the Royal Caribbean brand conveys a sense of quality and best in class. Throughout, "The Sea is Calling. Answer it Royally." is presented in an easily relatable fashion through the playful and witty tone-of-voice, for which Royal Caribbean has been known, particularly through the "Shellphone."  To learn more about the new campaign click here.