Margaritaville at Sea® Islander Launch Campaign

When every major cruise line sails to the same ports, differentiation shifts from destinations to the on-ship experience and the vibe a vacation delivers. Over the past decade, cruise ships have ballooned in size and spectacle — roller coasters, multi-neighborhood decks, and campaigns packed with hyperbolic promises of “more, bigger, louder.” The competition has become an arms race of stimulation.

But most travelers don’t want to push their limits on vacation. They want to exhale.

Margaritaville at Sea embodies that feeling — carefree, easy-going, and refreshingly unforced. Our challenge was to articulate that spirit in a new way for the launch of their second ship, The Islander, building a campaign that invited guests to “come as you are” and simply enjoy themselves.

We leaned into approachable language, intimate real-life vacation moments, and a tone that celebrated fun without the frenzy. The creative focused on escapism, connection, and the quiet magic of doing exactly what you feel like — no pressure, no pretension.

The result: a campaign that stood out not by shouting louder, but by slowing down — offering a distinctly Margaritaville alternative in a sea of over-the-top cruising.