Royal Caribbean Group: From “floating petri dish” to “safer than main street” – navigating the pandemic, regaining trust and a healthy return to sailing

The Royal Caribbean Group, a cruise company, launched a campaign in the US to build confidence, provide reassurance and regain public trust in the industry's commitment and responsibility to guest and crew safety.

Situation: From "Floating Petri Dish" to "Safer than Main Street"

During March 2020, Royal Caribbean Group suspended operations after achieving record-high financial results in January 2020. At the time, Royal Caribbean Group, including its brands Royal...