Royal Caribbean Bows New Ads

Arnold touts Europe as a prime cruise destination in a new print campaign that breaks this week for Royal Caribbean International.

One ad from the Boston agency shows tourists admiring a statue in Paris’ Louvre. A ticket for the cruise line appears by a ticket for the mu seum and an invite to a spinning class, which travelers may use to keep their bodies in good shape. The Royal Caribbean ticket, encouraging consumers to “be inspired,” reads, in part, “You never know what seeing all this beauty will make you want to do. Luckily, whatever it is, you can do it when you get back on the ship.”

Another ad shows a shot of the Sistine Chapel’s ceiling. Appearing in front of the paintings are a ticket for the church and an appointment card for a neck massage—appropriate after an afternoon gazing upward—at the “Shipshape Spa.”

The work retains the tagline, “Get out there.” Though similar to prior print ads that relied heavily on visuals to tout various locales, the new effort addresses the growing popularity of Europe as a cruise destination.

“What we wanted to make sure of with our ad campaign is if somebody is going to Europe next year, that they consider us as a vacation option, and for those who are undecided about where to go that we create a sense of urgency to consider us,” said Dan Hanrahan, Royal Caribbean svp, marketing.

“In the cruising world, most people think of the Caribbean,” said shop managing partner, group creative director Jay Williams. “We want to shutter people’s misconceptions.”

Spending for this push will be in the low seven figures; Miami-based Royal Caribbean spent $70 million on ads last year, according to CMR.

The work is running in National Geographic Traveler, Food & Wine and Condé Nast Traveler, among others. Arnold will also break TV spots that are expected to launch later this year; they will promote des tinations in the West Caribbean.