Royal Caribbean Cruise Lines
Royal Caribbean is the world's largest cruise line, known for pioneering first-at-sea onboard activities, innovative ship designs and unparalleled personal service. I have worked as part of the in-house agency at Royal Caribbean since 2014, gaining a vast breadth of insight into the cruise, travel and hospitality industries in that time. Below are some examples of recent work I have done, including pieces for the newly launched Royal Suite Class luxury program and the bold new Come Seek brand campaign.
Come Seek Campaign Ads
This is not the Caribbean. This is the Royal Caribbean. That's the message at the heart of the Come Seek campaign, a new brand direction for Royal Caribbean aimed at tackling common misperceptions about cruising head-on. Ads feature bold images that put the reader or viewer in the middle of the action, revealing the unique destinations and immersive cultural experiences they'll encounter on their Royal Caribbean adventure.
Come Seek Campaign Teaser Puzzle
To tease a select group of industry professional prior to the unveiling of the new Come Seek campaign, we developed the idea of a puzzle with pieces missing — the recipients would have to come to our private preview event to receive the two missing pieces that would complete the puzzle and reveal the heart of our new campaign: Come Seek the Royal Caribbean.
Royal Suite Class Ads
Royal Suite Class is a new comprehensive luxury experience designed to provide an elevated vacation to our most discerning guests, launching in 2016. The campaign for Royal Suite Class is meant to show a close relationship to the Come Seek campaign aesthetic, while embracing its own more sophisticated style. The headlines are ethereal and inspirational, while the copy focuses more on the transformational amenities exclusive to Royal Suite Class.
New To Cruise Guide
The cruise industry is still vastly underrepresented when it comes to mainstream vacation choices; at the same time, it's a market with huge untapped potential for travel agents and shows impressive growth year over year. Based on research compiled by our marketing and sales departments, I was tasked with transforming the insights into a friendly, engaging guide that would show our travel agent partners how to identify clients who are perfect candidates for a cruise — they just don't know it yet. Already in its second edition, the New To Cruise guide has proven to be a popular resource for our travel partners. Take a look below.
Main Contributions:
Copywriting
Concept Development
Creative Direction
Content Strategy
Visit Website:
http://www.royalcaribbean.com