What we did:
We worked with Royal Caribbean to help them think beyond being the best cruise, and grow the category by appealing to people who usually reject the notion of cruising entirely.
A remit to explore
Though an $8bn business, and an established thought leader in the category, Royal Caribbean was struggling to grow its 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.
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.