Goodbye, Nation of Why Not … Hello, Shellphone

December 12, 2011 | By | 9 Comments

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.”
Cute, right?
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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    Comments

    9 Responses to “Goodbye, Nation of Why Not … Hello, Shellphone”

    1. Bob barrows
      December 12th, 2011 @ 12:56 pm
    2. rich m
      December 12th, 2011 @ 1:19 pm

      Gotta say I preferred the nation of why not campaign. This new campaign is just too cheezy.

    3. Pichu21
      December 12th, 2011 @ 1:23 pm

      I don’t really understand what the previous comment has to do with anything.

      I think it is a brilliant idea in which they play with a different perspective and point of view to attract new costumers.

    4. Erik
      December 12th, 2011 @ 1:36 pm

      Great Ad!

    5. Gayla Goff
      December 12th, 2011 @ 1:44 pm

      A conch was killed for the making of this commercial….As stewards of the ocean their ships use, not very good PR!

    6. Jen F
      December 12th, 2011 @ 2:30 pm

      I think it’s a cute campaign. I liked Nation of Why Not. It served it’s time. They just need new marketing.

      Meanwhile, I am still trying to figure out NCL’s “Cruise Like a Norwegian.” How exactly does a Norwegian cruise?

    7. Ashley C
      December 12th, 2011 @ 6:01 pm

      This concept is so great. It really gives one the sense of nostalgia that comes with reminiscing about a past vacation and the excitement of thinking about a future one. Very original and entertaining and definitely appeals to techy younger generations. Love it.

    8. Ashley C
      December 12th, 2011 @ 6:02 pm

      Also, I had the same though as Jen F. I would love to know how it is that Norwegians cruise.

    9. Marty
      December 12th, 2011 @ 6:59 pm

      Hopefully the conch gave itself for a bowl of conch chowder; ummm yummmm!!!

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