Every year, thousands of people take their first Disney cruise. They marvel at the endless ocean, the memories with familiar friends, they fall in love with everything that makes this vacation special.

And yet, over 80% of them never come back aboard.

Life moves fast and that once-in-a-lifetime trip becomes just that: once.

Our challenge was to change that. With the endless noise of cruise communications in the email space, we knew we needed something to remind them that a cruise isn’t just a vacation. Something that taps into the Disney legacy of storytelling. And who better to show them than the one thing on board that never stopped waiting for them to come back?

A simple, loyal, towel animal.