MIAMI, Dec. 13, 2011 /PRNewswire/ -- 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."
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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.""We are tapping into the sea's powerful, emotional force to reframe the context of cruising for consumers who don't understand what a Royal Caribbean cruise vacation offers," said Betsy O'Rourke, senior vice president, Marketing, Royal Caribbean International. "'The Sea is Calling' is a global-scale campaign that will resonate with people no matter where they live, what language they speak, or whether or not they've cruised before. And we want vacationers everywhere to know that Royal Caribbean's distinctive and innovative ships, personal service and breadth of destination experiences is how we 'Answer it Royally.'"