Royal Caribbean invests £2.5m in campaign

Cruise line Royal Caribbean International has unveiled a £2.5 million marketing campaign to grow brand awareness amongst consumers who are “nearly cruisers”.

The campaign, created by JWT, has the strapline “The Sea is Calling – Answer it with Royal Caribbean” and embraces television radio, press, cinema and social media activity, including additional content for the Facebook fans of the brand.

The 30 second television ad premieres on ITV1 on Saturday (8 September) and is previewed on the Royal Caribbean International UK Facebook fan pages.

Head of marketing for Royal Caribbean International Jo Briody says: “Cruise lines were once known for their traditional brochures and guests who wanted to play cards to while away the hours at sea. Our brand-awareness focused campaign is designed to show how Royal Caribbean International is not like any other cruise line, or in fact any other holiday experience.”

Other highlights of the campaign include an exclusive preview of the new Dreamworks’ film Madagascar 3, which is sponsored by Royal Caribbean International.

Rival cruise company Carnival Cruises has just created the new role of commercial director and appointed Whitbread sales and marketing director Gerard Tempest.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here