Royal Caribbean Cruise Lines Launches New Brand Campaign – Nation of Why Not

 

Royal Caribbean Newset Ship Oasis of the Seas

Royal Caribbean International has launched a new branding campaign, declaring itself “The Nation of Why Not.”

 The company’s first new integrated advertising campaign in nearly 10 years was created in partnership with Royal Caribbean’s lead agency, JWT NY, and a group of WPP agencies, including Mindshare and RMG.

The campaign was rolled out in North America on Nov. 10 and includes print and online advertising, television commercials, collateral, as well as a new social networking website at www.nationofwhynot.com.

“The Nation of Why Not” kicks off with two television commercials inviting vacationers to “secede from land and become citizens of the nation.”

The tongue-in-cheek spots -a combination of live action and animation – began Nov. 10, during morning show programming on ABC and NBC television networks, and during primetime programming on ABC and CBS.

 The commercials highlight Royal Caribbean’s global destinations and onboard amenities, challenging viewers to do things at sea that they could not do on land, such as “Why not ice skate on the equator and climb mountains at sea?”

Additionally, print ads will launch in 40 newspapers nationwide on Nov. 16.

“‘The Nation of Why Not’ is a place where innovation and imagination rule supreme,” said Adam Goldstein, president and CEO, Royal Caribbean International.

“The founding of ‘The Nation of Why Not’ is not a revolution, but an evolution of Royal Caribbean’s legacy of presenting 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?’”

Nine years ago, Royal Caribbean introduced the successful “Get Out There” campaign.

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