Royal Caribbean International's Slogans & Taglines

Royal Caribbean International is an American cruise line brand founded in 1968 as a consortium of three Norwegian ship owners targeting the U.S. cruise market. Originally established as Royal Caribbean Cruise Lines in Miami, the company launched its first ship, Song of Norway, in 1970. The 1988 debut of Sovereign of the Seas introduced the modern mega-ship era with an atrium and private balcony deck. In 1997, the company acquired Celebrity Cruises and rebranded as Royal Caribbean International. Today, headquartered in Miami, Florida, it operates one of the world’s largest cruise fleets, including the record-breaking Oasis and Icon classes, serving millions of passengers annually across the Caribbean, Europe, Alaska, and Asia.

Core offerings include mega-ship cruising with rock-climbing walls, surf simulators, ice-skating rinks, and the private destination Perfect Day at CocoCay. Brand messaging has evolved from the 1990s positioning The Grand Resorts of the Seven Seas to the active lifestyle rallying cry Get Out There in the 2000s. In 2011, the company introduced The Sea is Calling. Answer it Royally. to reawaken consumers to the maritime experience. In 2025, it launched the campaign It’s Big Time, positioning the brand as unrivaled in scale and vacation experience.