Margaritaville at Sea® Islander Launch Campaign

Given that all the major cruise lines are sailing to the same ports, on-ship experiences and the overall vibe of a vacation become key differentiating factors for cruisers. That being said, the past decade has seen a massive growth in cruise ships, despite the setback COVID had on the industry — and vessels are getting bigger and bigger. From ships with roller coasters to eighteen-deckers with multiple ‘neighbourhoods’, cruise ships now are competing for who can be the most in your face and campaigns are ripe with hyperbolic language and imagery fueled by mega ships with mega attractions. So how does a newer brand launching a new ship stand out?

We push our limits everyday. We don’t want to push our limits on vacation. And Margaritaville at Sea epitomizes the easy-going vacation. Our challenge was to create a campaign that captured the carefree and laid-back lifestyle of Margaritaville at Sea, presented in an all-new way for guests to experience. For the launch of their second ship, the Islander campaign needed to convey the “come as you are” spirit of the brand to deliver a fun, approachable cruising experience for everybody. Infusing brand language and approachable, intimate, real-life, vacation moments to create a distinctly ownable campaign for Margaritaville at Sea that focused on fun and escapism.