Though an $8 billion business, and established thought leader in the category, Royal Caribbean was struggling to grow their business in the UK. The UK team had a new remit to explore what the brand means in their own territory, rather than just toeing the global line. As such, the team set about creating a brand that could help them to entice people away from land-based holidays to explore what Royal Caribbean has to offer – their ambition was to go beyond simply being the best cruise, and grow the category by appealing to people who reject the notion of cruising entirely.
Royal Caribbean worked with eatbigfish to define what the Royal Caribbean brand truly stood for, a positioning that would become the core of all their comms moving forward. Taking inspiration from the DNA at the heart of their business their solution was to target a mindset – those who reject sensible – and create a highly immersive world of play across all of their brand touch points and throughout the customer journey – from their call centers to the ‘do not disturb’ signs hanging from the passenger doors.
Takeaway facts and figures:
- Worked with eatbigfish in early 2015.
- New brand positioning “Where Extraordinary Happens” launched in Dec 2015.
- Launched world‘s largest cruise ship, Harmony of the Seas in 2016.