With summer in full swing and consumers carefully weighing possible vacation options, Royal Caribbean Intl is not just asking travelers “Why Not?” – they are showing them. Beginning July 13, 2009, the cruise line will film and debut an unprecedented series of television spots starring real guests enjoying a variety of “Why Not” experiences onboard Liberty of the Seas during a 7-night Western Caribbean cruise.
Dubbed “Postcards from the Nation of Why Not,” this series of “ship to air” commercials will air in select markets during the week of July 13, and nationally begin the week of July 20. From July 13-17, consumers also can visit RoyalCaribbeanPostcards.com to watch the new daily commercial spot and enter a daily drawing to win a cruise, and pursue their very own “Why Not” moments on a Royal Caribbean vacation. “Postcards from the Nation of Why Not” also can be viewed at Royal Caribbean’s Facebook page at www.facebook.com/RoyalCaribbean.com.
“There really is nobody that can better express the “Why Not” philosophy of a Royal Caribbean cruise vacation than a guest who is experiencing it at that very moment,” said Betsy O’Rourke, senior vice president of Marketing, Royal Caribbean Intl. “The content of these TV spots is real and genuine, and not only illustrates the many types of people and activities that can be found throughout The Nation of Why Not, but also showcases the great value of taking a Royal Caribbean cruise.”
The “Postcards from the Nation of Why Not” commercials will mark the first time television viewers on land can experience an actual cruise while it is happening. On the July 11-18 cruise, a production crew will shoot, edit, deliver and air these commercials while the ship is still at sea. Using Royal Caribbean’s “Why Not?” brand messaging as the premise, the commercials will feature a variety of guests either stepping out of their normal comfort zone to try something new for the first time or reporting the “News of the Day,” recapping events and “Why Not?” moments that happened on Liberty of the Seas that day. Spots will be aired within 24 hours of being filmed, giving guests the extraordinary opportunity to star in their very own commercial and showcase their vacation to friends and family before they even step foot back on land.
The Nation of Why Not is Royal Caribbean’s current marketing campaign, which highlights the cruise line’s spirit of providing experiences undreamed of on other vacations and delivering innovative activities that challenge guests’ imagination. As part of the Nation of Why Not, guests (also known as citizens) have access to do, learn and enjoy activities that are not readily accessible in day-to-day life or found in one land-based vacation destination.