Royal Caribbean International has announced a new global marketing campaign with a new tagline: “The Sea is Calling, Answer it Royally.”

In a conference call today, Royal Caribbean’s Senior Vice President of Sales Vicki Freed and Senior Vice President of Marketing Betsy O’Rourke explained how the company has conducted market research, including focus groups around the world, providing the basis for the new campaign and tagline, replacing the “Nation of Why Not.”

O’Rourke said that the common feedback was that people, cruisers and non-cruisers, valued the connection with the sea, the idea of being surrounded by water, and being in the middle of the ocean where they can disconnect from their everyday world.

The research also found that Royal Caribbean is considered to be the “best in every market, delivering a unique and high quality experience.”

O’Rourke also said that cruise marketing was hampered by a “sea of sameness,” another reason, or as she put, an “opportunity for Royal Caribbean to break out.”

A poster teaser campaign breaks in five major cities, including New York, Miami, Washington, D.C., Chicago and Los Angeles on Dec. 19.

TV commercials are slated to start on January 9.