Created by Royal Caribbean's lead advertising agency, JWT New York, in partnership with media agency Mindshare, the campaign will unfold over the coming weeks and officially launch in North America in January 2012, and then deploy globally throughout the new year. The Shellphone will begin appearing on Dec. 19 in a series of wild postings in major cities including New York, San Francisco, Chicago, Washington, D.C., Boston and Miami. Headlines incorporated in the teaser campaign, such as "Not 3G, Sea G" and "Our Rollover Plan: Tan Front, Then Back," center on the Shellphone, driving curious consumers to www.TheSeaisCalling.com, where they will view the new brand campaign's concept video that reminds them of the call of the sea and invites them to answer it with Royal Caribbean.
The official kick-off will be the airing of aspirational television commercials of everyday people interacting with the "Shellphone" (30-second and 60-second versions) beginning Jan. 9, 2012. Consumers also can answer the call of the sea by declaring where in the world they would like to cruise and be entered into a sweepstakes at www.Facebook.com/RoyalCaribbean. More information about "The Sea is Calling. Answer it Royally." is also available at www.TheSeaisCalling.com .
Royal Caribbean has been committed to answering the call of the sea for the past 40 years, sailing every major sea in the world. With its history of creativity and innovation – delivering many at-sea industry firsts, such as ice rinks, rock climbing walls, zip lines and Broadway shows – the cruise line continues to strive to deliver to guests an unforgettable and rejuvenating experience that appeals to vacationers of all ages.
Royal Caribbean International is a global cruise brand with 22 innovative ships, calling on more than 270 destinations in 72 countries across six continents. The line also offers unique cruise tour land packages in Alaska, Canada, Dubai, Europe, and Australia and New Zealand.Royal Caribbean provides a world-class vacation experience with a wide range of signature onboard amenities, entertainment, and award-winning family programming. The cruise line has a 40-year history of giving guests the Royal Advantage – the most innovative cruise ships, exciting itineraries to popular destinations, and world-renowned friendly and engaging Gold Anchor Service. Royal Caribbean has been voted "Best Cruise Line Overall" for eight consecutive years in the Travel Weekly Readers' Choice Awards. For additional information or to make reservations, call your travel agent, visit www.RoyalCaribbean.com or call (800) ROYAL- CARIBBEAN. Follow Royal Caribbean on Facebook at www.Facebook.com/RoyalCaribbean or on Twitter, @RoyalCaribbean. Travel professionals should visit www.cruisingpower.com or call (800) 327-2056. Royal Caribbean International is part of Royal Caribbean Cruises Ltd. (NYSE/OSX: RCL), a global cruise vacation company that also operates Celebrity Cruises, Azamara Club Cruises, Pullmantur, CDF Croisieres de France, as well as TUI Cruises through a 50 percent joint venture with TUI AG . The company owns a combined total of 40 ships and has one under construction and one under agreement. SOURCE Royal Caribbean International
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