Arnold Communications, Boston, started airing its latest 60-second commercial for Royal Caribbean International, titled “The World Can’t Come to You,” Jan. 16, during ABC-TV’s “Who Wants to Be a Millionaire” game show, hosted by Regis Philbin. Arnold is supporting the company’s spot-television advertising with print placements in major daily newspapers in 20 markets as well as with new Web-site developments, e-commerce, trade, direct marketing and brand promotion programs.
Dan Hanrahan, Royal Caribbean International’s senior vice president of marketing and sales, said, “This is a campaign that invites vacationers to experience the real world, and challenges the explorer in all of us.” He said that with the advancement of technology, consumers feel like they are “living in a virtual world, with few activities that can’t be done via the Internet.”
And hoping to help consumers break out of that way of thinking, the integrated campaign positions Royal Caribbean International cruise ships as the way to experience exciting and exotic locations around the world.
“We welcomed the opportunity to work with Royal Caribbean to attract first-time cruisers to its exciting vacation experiences as well as to build loyalty among its core customers,” said Ron Lawner, Arnold’s chief creative officer. “This high-energy campaign was designed to break out of the mold of current cruise advertising.”
The popular song “Lust For Life” is used in the television spots which were shot in more than seven locations around the world, including Corsica, Rome, Egypt, Mexico, St. John, Labadee (Royal Caribbean’s private island,) and onboard the recently launched “Voyager of the Seas.”