With summer in full swing and consumers carefully weighing possible vacation options, Royal Caribbean International is not just asking travelers “Why Not?” – they are showing them. Beginning July 13, 2009, the innovative cruise line will film and debut an unprecedented series of television spots starring real guests enjoying a variety of “Why Not” experiences onboard Liberty of the Seas during a seven-night Western Caribbean cruise, sailing July 11-18.
Dubbed “Postcards from the Nation of Why Not,” this series of “ship to air” commercials will mark the first time television viewers on land can experience an actual cruise while it is happening. A crew from Royal Caribbean’s advertising agency, JWT, will be onboard for the duration of the cruise to shoot, edit, deliver and air these commercials while the ship is still at sea. Rather than using actors, the crew will capture footage of real guests either stepping out of their normal comfort zones to try something new for the first time or reporting the “News of the Day,” recapping events and “Why Not?” moments that happened onboard Liberty of the Seas that day. Commercials will be aired within 24 hours of being filmed, offering guests the extraordinary opportunity to star in their very own commercial and showcase their vacation to friends and family before they even step foot back on land. The campaign will be supported with a grassroots public relations effort, elevating unsuspecting vacationers and their travel agents to instant commercial-star celebrity status among their local news outlets.
“There really is nobody that can better express the “Why Not” philosophy of a Royal Caribbean cruise vacation than a guest who is experiencing it at that very moment,” said Betsy O’Rourke, senior vice president of Marketing, Royal Caribbean International. “The content of these commercial spots is so real and genuine, and not only illustrates the many types of people and activities that can be found throughout The Nation of Why Not, but also showcases the great value of taking a Royal Caribbean cruise.”
The “Postcards from the Nation of Why Not” commercials will be aired in select markets during the week of July 13, and will begin airing nationally the week of July 20. All spots will be available to view on www.royalcaribbean.com, where from July 13-17, inspired consumers can also enter for a chance to win a cruise each day and pursue their very own “Why Not” moments with Royal Caribbean.
The Nation of Why Not is Royal Caribbean’s current marketing campaign, which highlights the cruise line’s spirit of providing experiences undreamed of on other vacations and delivering innovative activities that challenge guests’ imagination. As part of the Nation of Why Not, guests (also known as citizens) have access to do, learn and enjoy activities that are not readily accessible in day-to-day life or found in one land-based vacation destination.