So Royal Caribbean International announced today that it will be shelving its “Nation of Why Not” ad campaign in favor of the new “The Sea Is Calling, Answer It Royally” tout, which launched on the line’s Web site and Facebook page today. But that’s only part of what got our attention: We’re sort of smitten with the cleverly named “shellphone,” featured in the video above, which serves to remind potential cruisers of the benefits of an at-sea vacation.
We couldn’t help but smile at some of the campaign’s tag lines, which will appear in outdoor ads in select cities. Among our favorites: “Rollover Plan: Tan Front, Then Back.” “Apps, no. Appetizers? Every Night.” “Not 3G. Sea G.”
And it seems that our savvy Cruise Critic members (a number of whom are members of the line’s Crown and Anchor Society loyalty program and got an early preview of the campaign) agree.
True, several members side with Trickie Dickie, who said he’d “rather see the ships and destinations over a bunch of people having a conversation with a shell,” but most dig the new approach.
“Just outstanding! It allows the viewer to imagine themselves on the cruise rather than seeing other people enjoying one,” MVPinBoynton opined.
kkdleon said, “Without all of that in-your-face activity the ships offer, this commercial gets to the emotion of being on vacation,” but also makes the point that if you were just listening to the commercial, you wouldn’t know that it was about cruising.
RCI’s new campaign comes on the heels of Norwegian Cruise Line’s recently revamped marketing scheme, dubbed “Cruise Like a Norwegian,” which takes the opposite approach and focuses on the line’s freestyle offerings.
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