We are launching “The Sea is Calling, Answer it Royally” in the United States today, January 9th. We hope and expect it will be a notable event in our brand’s history. While this is a major change in our communications, please note that we still cherish and express many traditions some of which date back over 40 years. These traditions are not going anywhere. We will discuss the new approach in other entries. Here I want to comment on a few of the traditions.
One of these is our crown and anchor symbol. If anything, we intend for our new marketing communications to draw even more attention to the crown and anchor. It clearly serves a very special role in conveying the quality and heritage of Royal Caribbean International.
As a brief history lesson, it has now been exactly 15 years since we adopted the brand name Royal Caribbean International and the rectangular geometry of our logo. At the time, we hired very prominent (and very expensive!) identity consultants who assisted us in coming up with our rectangular logo. While we did undertake some very subtle tweaks to the crown and anchor, we essentially retained it then as we will retain it now. The consultants were at first puzzled by our affinity for the crown and anchor. They thought it was too masculine and even harsh to be the symbol of a vacation brand. After they completed their interviews of our people and of travel agents, they came back to us and said that they had never encountered such fierce loyalty to a symbol with any previous client.
Those of you whose Royal Caribbean memories go back to the 1970’s will remember that our brand colors were blue, red and white. By the early 1990’s our colors were primarily blue and white. Now they are blue and mustard yellow. That change also occurred 15 years ago. We made the change to make our logo stand out more and to bring the concept of sunshine into our color scheme. These remain our colors going forward although you will also see other vibrant colors in our communications that work with the logo to reinforce both the energy and quality of a Royal Caribbean cruise vacation.
One other great tradition of ours is the naming convention of our ships with all of them ending in “of the Seas.” No we did not anticipate that someday we would say the sea is calling but it is nice to have the tie in to our family of ship names. Again, those readers with long memories will recall that the decision to name Sovereign of the Seas so differently from Song of Norway, Nordic Prince, Sun Viking and Song of America was very controversial. There was no sense at that moment that all future ships would be named something “of the Seas”. In fact, subsequent to the delivery of Sovereign of the Seas we introduced Viking Serenade and Nordic Empress. But by the time Sovereign’s two sisters were set to arrive in 1991 and 1992 the power of Sovereign’s presence in the industry and role within the brand led to name all subsequent new ships something “of the Seas.”
Feel free to express your opinion of these or other of our traditions.