In the last several weeks, Royal Caribbean Cruises has changed its name, hired a new president, and launched a new ad campaign.
What used to be Royal Caribbean Cruise Line (RCCL), took on the corporate entity of Royal Caribbean Cruises, when the company went public in 1993. And now, after 25 years, the name RCCL is gone for good, replaced by the name Royal Caribbean International, to reflect the company's "global vacation brand with a focus on worldwide cruise vacations." However, the cruise line will commonly be referred to as Royal Caribbean, according to a prepared statement.
Effective Jan. 6, 1997, Jack Williams was named President, succeeding Edwin Stephan, who was appointed Vice Chairman in January of 1996. Williams comes from American Airlines, where he was Vice President and General Sales Manager.
According to Richard Fain, Chairman of RCI, Williams' wealth of experience and broad understanding of the global marketplace will have a significant impact on the cruise line's efforts as it continues its worldwide expansion.
RCI has also launched a new television ad campaign. According to RCI, it "connects emotionally to viewers, encouraging them to take that dream cruise not someday, but as their next vacation." The campaign's six spots present a different way of looking at how cruise vacations fit human relationships and respond to people's vacation needs.
All spots conclude with the new registered tag line, "Like no vacation on earth." The overall effect conveys a ''brand personality that is likeable, lively, and contemporary," according to Adam Goldstein, Vice President of Marketing.
The new campaign is also launching pad for RCI's brand identity. The company's brand name and crown and anchor symbol are presented within a new contemporary framed setting, including the word "international." The new logo uses a lighter blue and adds a yellow to the traditional deep blue of Royal Caribbean.
Royal Caribbean has also launched a campaign targeting the Hispanic markets in Miami and Los Angeles.
"Given the demographics and psychographies of this growing consumer segment, we feel that the Hispanic market is a great match for us," said Goldstein.
The tag line for the campaign is "Let Yourself Go" (in Spanish, of course) followed by a call to action: "What are you waiting for?"