Working with Royal Caribbean International has been an incredible journey for me as a copywriter. When I joined the team, the company was looking to rebrand and reposition themselves in a highly competitive industry. It was a daunting task, but I was thrilled to be part of the team that helped them achieve their marketing goals.
My first major achievement was creating Royal Caribbean's global tagline, Destination Wow. The tagline perfectly captured the company's disruptive strategy and inspired creativity across all territories. I was ecstatic when I saw the impact it had on the company's brand and the audience's response. From there, I worked on a range of cross-media copy and concepts, from direct mail and digital executions to brochures and broadcast. I helped change the game with bold, witty, conversational, and adventurous copy that resonated with the audience.
One of my most rewarding projects was marketing Royal's onboard conference spaces as an alternative to hotels for businesses. Crafting the tagline "Think outside the ballroom" was a pivotal moment that quickly became a rallying cry for the company's B2B division. It was featured prominently in emails, landing pages, social media posts, and more.
As a copywriter, I also had the opportunity to head up copy for casino and wedding promotions as well as scriptwriting for Royal's Global Tour Operations. Generating over 300 original shore excursion scripts was challenging, but it allowed me to showcase my creativity and storytelling abilities. Working with Royal Caribbean has been an unforgettable experience. I'm proud to have helped them rechristen their marketing goals and create engaging content that resonates with their audience. With Royal Caribbean, the possibilities are endless, and I'm excited to see what's next for this amazing company.