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JoeyandDavid

ROYAL CARIBBEAN INTERNATIONAL'S NEW AD CAMPAIGN

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ROYAL CARIBBEAN INTERNATIONAL'S NEW AD CAMPAIGN TO SHOWCASE VACATION EXPERIENCE FROM THE GUEST PERSPECTIVE

Innovative New Ads Allow Guests to “Create Their Own Adventureâ€Â

MIAMI, FL (January 23, 2006) - Royal Caribbean International will today launch a new advertising campaign that highlights vacation experiences told from the guest perspective. Aptly titled, “Create Your Own Adventure,†the ads are designed to execute like home movies and bring the viewer closer to the cruise experience by capturing real moments that guests share on a Royal Caribbean vacation. The new television ads will air on network prime time and early morning and late night timeslots as well as some cable networks.

The campaign, consists of four spots that are a continuation of the successful “Get Out There†campaign and showcase how guests can tailor the Royal Caribbean vacation to suit their personal style. The first set of ads air on Jan. 23, with the first spot featuring four girlfriends having the time of their lives on a European cruise vacation, both onboard the ship and in exciting destinations visited by the cruise line. The second revolves around a family's vacation in the Caribbean, and showcases many of the active shore excursions and onboard amenities. Royal Caribbean is currently completing the production of two additional spots that are scheduled to air later in the year.

“The new ad campaign uses an innovative twist on the 30-second TV spot by marketing to current and potential customers through the guest perspective,†said Alice Norsworthy, Senior Vice President of Marketing for Royal Caribbean International. “Guests relay first-person accounts of their unforgettable cruise experience onboard our ships through home movies that they personally captured during their vacation, providing a unique way for us to communicate our brand messages.â€Â

The non-traditional lens of the home video format used in the campaign makes viewers feel more involved in the experience, laughing along with the funny moments, and realizing that Royal Caribbean offers something for everyone with no limit to the excitement that awaits both onboard and at shore.

Additional information can be found on the company’s web site at www.royalcaribbean.com

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