Background & Challenge:
Founded in 1968, Royal Caribbean International (RCI) today controls nearly 20% of the cruise industry. In 2011, the company was seeking to grow its business through innovative new ships, game-changing on-board experiences and exclusive island resorts and use branding to target and appeal to new cruisers: first-time cruisers, younger audiences and premium travel families. RCI partnered with WANT to help achieve its objectives through a progressive branding initiative – over 7 years.
We started working with Royal Caribbean when they were launching a new class of ship, which would be the second-largest cruise ship in the world. They needed a new name for the class, the ships, and a cohesive naming system for all the onboard elements.
We created the “Quantum” class of ship to signify a ‘quantum leap’ forward in cruising. Over the next 3 years, we also created the names Anthem, Ovation, Harmony, Symphony, and Spectrum as well as names for over 65 onboard elements, from restaurants to lounge spaces, to features and technology.
The Quantum class of ships remain as one of— if not— the most cutting-edge ships in the world. The success of the first 2 ships prompted the order of 3 additional ships in the class. From 2011 to 2018 Royal Caribbean’s revenues grew from $7B to $11B. Over the same period, Its stock price went from $23 to $113. They are also proud winners of numerous “best of” media and several travelers awards.