It's no secret that Royal Caribbean's most faithful cruisers are their bread and butter. But through the years, the brand's loyalty program, the Crown and Anchor Society, aged like an old weathered captain of the sea.
We were tasked to rebrand the Society from the ground up. We created a series of targeted ads to not only launch the new look and campaign, but to also remind Crown & Anchor members of the real value of cruising. As impressive as the ships and their amenities are, what really matters is the experience the passengers had on and off the ship.
The full body of work included establishing an entirely new visual identity system, guidelines, advertising, CRM emails, website, monthly newsletters, enrollment materials, on-ship signage, benefit packages and much more.
Role: Creative Director
Agency: Ogilvy