Royal Caribbean

Like No Other Vacation on Earth

This new brand campaign for Royal Caribbean was created to attract new, younger vacationers and build loyalty with core customers. Specifically targeting non-cruisers' misperceptions, the ads worked to dispel the ideas that cruises are confining, regimented, boring and just for old people and to instill the idea that they are "Like no vacation on earth."

Brand preference increased 160% in six months and bookings in the first two months of 2001 were up 49%. The company had record net income in 2000.