Wednesday, December 14, 2011

Quick! Answer That Shell!

Should you be walking down the street and hear a ringing, it might not be your cell phone. It might be a conch shell as a phone—dubbed the "Shellphone" by Royal Caribbean—and its mission is to communicate the message of the cruise line's new brand campaign: "The Sea is Calling. Answer it Royally."

Royal Caribbean has left "The Nation of Why Not" behind (we always thought it was confusing) in favor of the new 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 you 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 cruise vacation. The playful imagery of the shellphone speaks to the universal connection people feel 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 more easily relatable to cruise vactioning in general and Royal Caribbean in particular.

The Shellphone will begin appearing on Dec 19 in a series of 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. 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. Here's a peek at the new brand campaign's concept video that reminds us of the call of the sea and invites us to answer it with Royal Caribbean.

While the voice of the sea is kind of Valley-girlish, we think you'll agree that the ad is very clever and effective. It made us smile as much as the people who answered the Shellphone's ring.

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 an unforgettable and rejuvenating experience that appeals to vacationers of all ages.

Video Courtesy of Royal Caribbean Intl.

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