Royal Caribbean Launches New Brand Campaign Empowering Vacationers to Ask “Why Not?”

In an unprecedented move, Royal Caribbean International has officially seceded from land and declared itself The Nation of Why Not, in the first new integrated advertising campaign for the global cruise line in nearly ten years.

Created in partnership with Royal Caribbean’s lead agency, JWT NY, and a group of WPP agencies, including Mindshare and RMG, the campaign will be rolled out today in North America and globally in 2009 and includes print and online advertising, television commercials, collateral, as well as a new social networking website http://www.nationofwhynot.com/.

The Nation of Why Not kicks off with two television commercials (30-second and 60-second versions) inviting vacationers to secede from land and become citizens of “the nation.”

The tongue-in-cheek spots –a combination of live action and animation- began November 10, during morning show programming on ABC and NBC television networks, and during primetime programming on ABC and CBS.

The commercials highlight Royal Caribbean’s global destinations and innovative onboard amenities, challenging viewers to do things at sea that they could not do on land, such as “Why not ice skate on the equator and climb mountains at sea?” Additionally, print ads will launch in forty newspapers nationwide on Sunday, November 16, 2008.

Breaking with convention, travel and cruise industry professionals will be introduced to The Nation of Why Not on Monday, November 17, with the first edition of “The Why Not Herald,” an insert in key travel trade publications across the United States and Canada. Subsequent editions will feature the new brand campaign’s print advertisements.