Royal Caribbean Promotes European Destinations

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

One ad from the Boston shop 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 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 pictures the Sistine Chapel’s ceiling. In the foreground: 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 re-tains “Get out there” as a tagline. 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 client senior vice president of marketing Dan Hanrahan.

“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 will be in the low seven figures. The Miami-based client spent $70 million on ads last year, according to CMR.

The campaign is running in National Geographic Traveler, Food & Wine and Condé Nast Traveler, among others.