Royal Caribbean International: Eclipsing the Eclipse

Royal Caribbean International, a cruise line brand, engaged a younger audience and encouraged them aboard by creating the Total Eclipse Cruise, which allowed them to see the Great American Eclipse.

Campaign details

Advertiser: Royal Caribbean InternationalAgency: Weber Shandwick

The challenge

Royal Caribbean International has a crucial need to reach first time "new-to-cruise" consumers, defined as adults 25-54 with a "seeker" mindset.

Our ongoing strategic approach is to break the cruise line into conversations around major cultural moments to demonstrate that cruising is a vibrant vacation option for young travelers.

But the outlook was less than optimal. Cruises are generally not in the consideration set for a younger audience. And the preconceptions of what it's like to go on a cruise are hard to change.

We had to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands