Agency Work

Partners + Napier Launches Debut Work as Royal Caribbean AOR

September 5, 2025

New work inspires travelers to go all in

Partners + Napier is kicking off its AOR partnership with Royal Caribbean with “It’s Big Time” — a new campaign designed to inspire travelers to embrace vacations as opportunities to not take time off, but to take it on.

While other vacations focus on escape, Royal Caribbean is about being all in — showing up fully for adventure, memories, and relaxation — all the moments that make people feel most alive.

“‘It’s Big Time’ is about the vacation that only Royal Caribbean can deliver—the biggest, boldest, most memory-making family vacation there is,” said Kara Wallace, Chief Marketing Officer, Royal Caribbean. “There's something about our ships and destinations that has to be seen and experienced to be believed, and this campaign is the closest we've ever come to replicating that unique feeling in our marketing.”

As the agency’s first work for Royal Caribbean since winning the business in a competitive review, “It’s Big Time” evolves the brand’s overall tone to reflect its game-changing ships and exclusive destinations.

“We set out to create something that shifts expectations for family vacations,” said Rob Kottkamp, Chief Creative Officer at Partners + Napier. “With this work, we’re breaking the pattern of passive getaways and showing what’s possible with the unlimited experiences that only a Royal Caribbean vacation can provide.”

The fully integrated campaign spans national broadcast TV, streaming/CTV, social, audio, and digital, with media led by Mediahub. Additional creative will continue to roll out and feature Royal Caribbean’s most anticipated experiences, including Star of the Seas, Legend of the Seas, and its exclusive destinations — each one bringing to life the brand’s promise to deliver the world’s best family vacations through bold adventures, innovative experiences and lifelong memories.

Courtney Cotrupe, CEO of Partners + Napier, added, “This campaign is the product of a true creative partnership — the kind where trust, ambition, and shared vision come together to build something bigger. Royal Caribbean came to us with a clear challenge: match the scale of their offering with work that’s just as bold. ‘It’s Big Time’ is our answer, and it’s just the beginning.”

CREDITS

CLIENT

Royal Caribbean

CREATIVE AGENCY

Partners + Napier
Bayla Werman, Group Account Director
Ben Salsky, Copywriter
Bre Willis, Account Director
CJ Franzitta, Senior Director Brand Strategy
CJ Gaffney, VP Group Strategy Director
Clark Shepard, Associate Creative Director, Copy
David Casey, Executive Producer
Elyse Kosakowski, Group Account Director
Emily Piernick-Nazinitsky, Account Executive
Jacob Gavin, Head of Production
Jason Ziehm, Associate Creative Director, Copy
John Kearse, Executive Creative Director
JP Smith, Senior Production Artist
Kati Mennett, Senior Producer
Lauren Lanzalaco, Associate Director, Project Management
Lisa Della Piana, Associate Creative Director, AD
Lyanne Artigas, Account Supervisor
Melissa Smith, VP of Operations
Mike Shaughnessy, Group Creative Director
Rob Warchol, Associate Creative Director, AD
Rob Kottkamp, CCO
Courtney Cotrupe, CEO

MEDIA AGENCY

Mediahub
Femaris Peña, EVP, Managing Director, Media Planning
Breana Ryan, SVP, Group Media Director, Media Planning
Salom Berlin, VP, Media Director
Giovanna Best, Associate Media Director
Maddie Porter, Associate Media Director
Mitchell Bolton, Media Supervisor
Brittany O’Malley, Media Supervisor
Hunter Slack, Director
Meg Ryan, SVP, Group Media Director, National Investments
Liz Morse, VP, Strategy
Tiffany Easley, VP, Director, Campaign Insights
Evan Quijano, Director, Ad Ops
Jamie Dorfman, SVP, Director, Media Innovations