Arnold Promotes Royal Caribbean Web Site

Seeking to drive would-be cruisers to its Web site, Royal Caribbean has unveiled a national TV push from Arnold Worldwide themed “Get out there.”

A series of 30-second spots from the Boston agency use the song “Lust for Life” as a soundtrack for colorful, quick-cut images of vacationers having fun aboard the client’s cruise ships, swimming in the ocean with Stingrays, and enjoying the sites in Copenhagen. The ads close by directing viewers to

Miami-based Royal Caribbean spent $30 million on advertising its namesake brand through the first nine months of 2000, per Competitive Media Reporting.

The Media Edge, New York, handles broadcast buying. Arnold, which has handled client creative chores since late 1999, had previously crafted ads tagged “Like no vacation on earth.” “Lust for Life” has been used in past Royal Caribbean ads.