about me

Diane Epstein doesn't create brand campaigns;
she develops transformational solutions for traditional marketing challenges.

She introduced Americans to "The World's Local Bank"
Encouraged people to leave land behind for "The Nation of Why Not"
Convinced netizens that they needed a Decision Engine, not just a search engine.
Alerted parents to the perils of the sexual solicitation of kids online.
Convinced families that visiting a museum was as much fun as a trip to Disneyland.
Helps digital immigrants (parents) raise responsible digital citizens (kids).

Royal Caribbean Cruise Line: The Nation of Why Not

From its start in 1968, groundbreaking innovation has been in Royal Caribbean's DNA. While other cruise ships added swimming pools and deck chairs, Royal Caribbean introduced rock climbing walls, ice skating rinks, indoor malls, surf simulators and, in 2009, the world's largest ship complete with a Central Park, carousel and beach.
The cruise line needed a brand platform as unique as its ships and, with aggressive global expansion plans, a platform that would inspire vacationers and travel agents around the world.

The idea was simple and true to the company's philosophy: Why Not? When people set foot on a Royal Caribbean ship they severed their ties to land and land-based rules.  With so many unique features, they were inspired to do things they wouldn't or couldn't do on land. They traded in "why" for "why not." Why not climb a mountain at sea? Ice skate in the Caribbean? Sunbathe past icebergs? In fact, for a few days or weeks, they renounced their citizenship to land and became part of the utopia of life at sea.

So, Royal Caribbean officially seceded from land and became "The Nation of Why Not" with it's own flag, national manifesto, crest of arms and citizens (aka cruisers).

The Nation of Why Not

The idea galvanized the company and became a flexible platform for talking to Royal's many different stakeholders; employees, travel agents, cruisers and potential cruisers. It came to life in many forms:
Travel Agent Newspaper
- an official flag raising at the company's headquarters in Miami
- a newspaper for travel agents called "The Why Not Herald"
- an interactive website where cruiser-citizens could share their experiences with prospects Nation Of Why Not Website