Royal Caribbean changes advertising message

By Tom Stieghorst
Royal Caribbean International has debuted a new advertising theme, "Designed for Wow," in television commercials that began running Jan. 7.

The ads succeed last year's "The Sea Is Calling/Answer It Royally" campaign.

Lisa Bauer, Royal's executive vice president for marketing, said the new ads draw on research done for that campaign. The "shell phone" that was the centerpiece of "The Sea is Calling campaign" won't be seen in the new ads.

The 30-second spots show various activities unique to Royal Caribbean ships, combined with reaction shots from passengers.

Featured are the zipline and Aqua Theater from the Oasis-class ships, but also the Flow Rider surfing experience and ice skating rinks found on older ships.

A voice-over at the end says "All this only on Royal Caribbean" before urging viewers to "Call 1-800 Royal Caribbean today."

Print displayed at the end of the ad says "Royalcaribbean.com or call your travel agent."

Follow Tom Stieghorst on Twitter @tstravelweekly.
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