Royal Caribbean cruise line has just launched a new campaign to improve their brand awareness. It taps into the one element that all cruises have in common: the sea.

The advertising campaign will concentrate on the sights and sounds of the ocean in an attempt to convey the relaxation, adventure and romance that can only be enjoyed on the seven seas.

The campaign will start off with the playful image of a conch shell – used as a phone. Of course the “Shellphone” in the picture is used by a pretty girl. The slogan “The Sea is Calling. Answer it Royally” will be used throughout the campaign in the characteristic witty and playful tone of voice for which the cruise line has become known.

Betsy O’Rourke, the Senior Vice President of Royal Caribbean, said “We are tapping into the sea’s powerful, emotional force to reframe the context of cruising for consumers who don’t understand what a Royal Caribbean cruise vacation offers.”

She added that the campaign would be conducted on a global basis, because it will resonate with people from all over the world – regardless of their language or whether they have ever been on a cruise ship or not.

The message will be that Royal Caribbean answers the call of the seas with its innovative and distinctive ships, breadth of experience and personal service.

The campaign was designed by the company’s main advertising agency, JWT New York. It will initially be launched in the USA and then expanded worldwide throughout 2012.