Partners + Napier has released its first work for Royal Caribbean, a fully integrated campaign called “It’s Big Time.” The effort shifts the cruise line’s positioning from vacation as escape to vacation as an all-in experience, spanning adventure, relaxation, and family connection.
“‘It’s Big Time’ is about the vacation that only Royal Caribbean can deliver—the biggest, boldest, most memory-making family vacation there is,” said Kara Wallace, chief marketing officer at Royal Caribbean. “There’s something about our ships and destinations that has to be seen and experienced to be believed, and this campaign is the closest we’ve ever come to replicating that unique feeling in our marketing.”
Rob Kottkamp, chief creative officer at Partners + Napier, added, “We set out to create something that shifts expectations for family vacations. With this work, we’re breaking the pattern of passive getaways and showing what’s possible with the unlimited experiences that only a Royal Caribbean vacation can provide.”
The campaign will run across national broadcast TV, streaming/CTV, social, audio, and digital. Additional creative will spotlight new ships including Star of the Seas and Legend of the Seas.
“Royal Caribbean came to us with a clear challenge: match the scale of their offering with work that’s just as bold,” said Partners + Napier CEO Courtney Cotrupe. “‘It’s Big Time’ is our answer, and it’s just the beginning.”
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Kyle O’Brien is managing editor of Indie Agency News.
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