Royal Caribbean International sails 23 ships to more than 250 destinations
globally and now is launching the "Come Seek" brand campaign to target those that may have never cruised with them before.
Come Seek is the first campaign from Royal Caribbean in partnership with Mullen Lowe and Mediahub, the creative and media agencies brought on following a review earlier this
year.
The concept is designed to challenge pre-conceived notions of what it means to go on a cruise. Ads show robotic bartenders, simulated sky diving, native dancing,
music and cuisine, and its high-speed Internet Voom. The campaign also feature unique destinations with experiential excursions, such as an Ocean Racing Experience in
Antigua, which matches two guest teams of six each with professional yachts in head-to-head competition, and a Mountain Top Downhill Trek through historic plantation ruins in
St. Maarten, all collectively showcased to "open minds to the excitement of the Royal Caribbean experience."
"We are investing
aggressively behind the campaign this fall and plan to spend 35% more in media, as well as increase our investment in Q1 which is our high season for cruise bookings," says Jim Berra, CMO, Royal
Caribbean.
These ads are running in a unusual programming slot across a targeted list of network", programs and dayparts to reach the target
audience, including ABC, NBC, CBS, ESPN, Food Network, HGTV, Travel Channel, Bravo and TBS. Five-second spots will run in a single
commercial pod, with buffers in between from other brands. Then, thirty-second spots will run later in the half-hour program. Hence, the :5’s are teasers, while the :30’s are the "full
story."
The plan also
includes online video, social, cinema, outdoor, radio and display advertising.
Later in the campaign, Royal Caribbean will launch “Come Seek Live” - a first of its kind
crowd-sourced Periscope activation originating from a Royal Caribbean ship and streamed onto a series of animated billboards in major metro areas.
“Our mission is to challenge misperceptions and invite the next generation of travelers to
experience the unique Royal Caribbean adventure,” said Michael Bayley, president & CEO, Royal Caribbean International. “Our loyal guests recognize that
Royal Caribbean is an adventure designed to inspire and excite the senses. With our new campaign, we will show these new travelers what our guests already know and
love.”
He adds that even as the cruise industry has grown on the strength of new ships and modern
program offerings, the reality is that a majority of the population – particularly the millennial generation – has never taken a cruise.
