Royal Caribbean Cruises Ltd.: Get Out There campaign

Mark Lane

In the late 1990s Miami-based Royal Caribbean Cruises Ltd. began repositioning its namesake brand, Royal Caribbean International.

Royal Caribbean Cruises Ltd.: Get Out There campaign

Mark Lane

OVERVIEW

In the late 1990s Miami-based Royal Caribbean Cruises Ltd. began repositioning its namesake brand, Royal Caribbean International. After campaigns meant to market the brand as an alternative to resort vacations as well as to other cruise companies, in 2000 Royal Caribbean undertook a more ambitious recasting of its image. Amid industry-wide increases in fleet size, Royal Caribbean attempted to attract new customers by appealing to baby boomers and Generation Xers, in addition to the industry standby market of retirees. To accomplish this goal, Royal Caribbean charged the Boston-based agency...

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