skip to Main Content

Royal Caribbean

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.

Solution:

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.

Outcome:

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.

Services

  • B2C
  • Brand Strategy
  • Brand Naming

East
New York, NY
j.bell@wantbranding.com

South
Miami, FL
info@wantbranding.com

West
Denver, CO
bruno@wantbranding.com

Back To Top