MIAMI, Jan. 6 -- Royal Caribbean Cruises Ltd. today launched
its first U.S. Hispanic marketing and advertising program in the Miami and Los
Angeles markets.

"We're adding two ships in 1997, another in 1998 and a fourth in 1999. We
are optimistic about the business and interested in making more people aware
of our brand. Given the demographics and psychographics of this growing
consumer segment, we feel that the Hispanic market is a great match for us,"
said Adam Goldstein, vice president of Marketing for the Miami cruise line.

"The strategy behind the campaign is to position Royal Caribbean as a great
vacation option that offers a wide range of activities. We need to be on the
short list when our target group is thinking of a vacation," said Luis Miguel
Messianu, chief creative officer for the Miami-based del Rivero, Messianu
Advertising agency, which is handling the account. The tag line for the
campaign is "Dijate Llevar" or "Let Yourself Go," complemented by a call to
action: "?Qui Esperas?" or "What are you waiting for?"

"We wanted to communicate that a cruise is the perfect way to get out of the
routine and that it is far more affordable than people think. That's why in
some of the versions we're focusing on the four-day cruises," said Adam
Goldstein.

The campaign consists of four television commercials, three radio spots and
several print ads. It will break today in the Miami and the Los Angeles
markets, in conjunction with a new nationwide Royal Caribbean general market
campaign.

"The core idea of the campaign is to turn the Royal Caribbean logo, the
crown and anchor, into a brand property. We're using it as a transition from
the struggles of daily life from states of mind such as boredom, stress or
even desperation into relaxation, adventure and happiness," said Messianu.
"It is great to have a client as committed to the market as Royal Caribbean.
They are willing to take some creative risks from the get go, in order to
break through the clutter. It is a great partnership," said Messianu.

"We want to present ourselves in a colorful and compelling way. We need to
let people know what Royal Caribbean is all about, break through those
perceptual barriers and become relevant to Hispanic people's lives," Goldstein
concluded.

Royal Caribbean is one of the world's largest cruise lines, operating 11
modern ships with a total capacity of 18,774 passengers. In 1997 and 1998,
the company will introduce the last three Vision-class ships with a total
additional capacity of 5,950 passengers. In 1996, the award-winning fleet
offers passengers 54 different itineraries and 134 destinations and
attractions in Alaska, the Bahamas, Bermuda, the Caribbean, Europe, the Far
East, Hawaii, Mexico, Panama Canal, Russia and Scandinavia. For additional
information about Royal Caribbean, visit the line's Internet site on the World
Wide Web at <http://www.royalcaribbean.com>. SOURCE Royal Caribbean Cruises
Ltd.