Oasis of the sea

Account Planner: Jaclyn Marchisella
Client: Royal Caribbean
Product: Oasis of the Sea brief

What are we advertising?
Royal Caribbean has a new cruise ship. It’s design was made for it to be the most innovative ship of it’s class and the world’s largest ship. Oasis of the Sea needs to be brought to the attention of consumers.

What do we hope to accomplish?
Since there is a vast variety of cruises and ships consumers need to become aware of the innovations and what makes this ship different from the rest. We need to make Oasis of the Sea stand out from all other cruise lines and ships. We need to make the consumer want to go on a vacation and Oasis of the Sea should be there only destination in mind.

Target:
The person that always wants more. I want the best of both worlds. The “I’ll have my cake and eat it too, and screw it, give me a pie too.” This person has “one-upper-itous,” they want to have the best story to tell, and they want to see it all.
They just want to make the most out of their life. They are the big talkers, leaders, and the ones that get into some wacky adventure of a group. Even with their “one-upper-itous” they always have fun follow them.

Insights:
Even though they are the big talkers and the adventurous ones, they don’t tend to be the people that stray too far from the norm. If something is way too different they get uncomfortable – the reason they need the best of both worlds. They want the extreme and the familiar. They are the kind of people that will jump in with too feet as long as there’s an “oh, shit bar” close at hand. They would never admit to that though; they have a lot of pride, or they are just stubborn, but most likely both.

Key message:
Oasis of the Sea is a multi-vacation on land at sea.

Tone:
Snappy, fun, humorous, ironic, and epic.

Supporting information:
• World largest ship
• 7 different “neighborhoods” on board
• From luxurious spas to rock climbing, high-end dining to cupcake shop, theater to computer gaming.




***Does that key message make sense and/or fit?***