Royal Caribbean
Charting a Bold Course
Royal Caribbean International (RCI), founded in 1968, had grown into a major player in the cruise industry, controlling nearly 20% of the market. By 2011, the company was eager to expand its appeal to new audiences, including first-time cruisers, younger travelers, and premium families. They envisioned growth through innovative ships, transformative onboard experiences, and exclusive island resorts. To bring this vision to life, RCI sought WANT Branding’s expertise in crafting a progressive branding initiative that could energize its offerings and inspire future travelers.
WANT Branding partnered with RCI over seven years, delivering a comprehensive branding strategy that extended across every aspect of the Royal Caribbean experience. This included redefining the Royal Caribbean brand strategy, naming 15 groundbreaking ships, and creating compelling brand strategies for onboard elements, exclusive destinations like Labadee Island and Perfect Day at Coco Cay, and premium experiences such as the Royal Suites Class and Casino Royale.
We also extended our expertise to RCI’s sister brand, Celebrity Cruises, where we developed the brand architecture for the Edge Class ships and named more than 50 onboard features. Each initiative was guided by a singular focus: to deliver an elevated and unforgettable brand experience that resonated with RCI’s target audiences and reflected its leadership in the cruise industry.
The impact was extraordinary. From 2011 to 2018, Royal Caribbean’s revenues surged from $7 billion to $11 billion, while its stock price soared from $23 to $113. The reimagined brand received numerous “best of” awards from media and travelers alike, cementing its position as a global leader in the cruise industry. Royal Caribbean International’s bold vision, paired with WANT Branding’s strategic expertise, created a brand that continues to inspire adventure and loyalty among cruisers worldwide.
