Royal Caribbean International positioned itself as “The Nation of Why Not,” with the line’s first new brand campaign in 10 years.
The new campaign replaces the “Get Out There” slogan.
The company launched a new print, online and TV ad campaign on Nov. 10, as well as a social networking website.
The ads are meant to highlight Royal Caribbean’s global itineraries and onboard features by asking viewers to do things at sea they cannot do on land, such as, “Why not ice skate on the equator and climb mountains at sea?”
“The founding of the Nation of Why Not is not a revolution, but an evolution of Royal Caribbean’s heritage in providing 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?’ ” Adam Goldstein, Royal Caribbean’s CEO, said in a statement.
Print ads will launch in newspapers on Nov. 16, and the campaign will roll out globally in 2009.
“The Why Not Herald,” a newsletter about the campaign, will be distributed to the trade.
“It’s all about giving the consumer control. Why not have the kind of vacation that you choose instead of what we tell you?” said Vicki Freed, Royal Caribbean’s senior vice president of sales.
Freed said the campaign would tie in with the hardware on the line’s new Oasis-class cruise ships, the world’s largest.
“Why not try all these different features? Why not go to the candy store and try the Aqua Theater? Why not go to Central Park on a cruise ship?” she said.