Royal Caribbean targets Millennials with ‘Come Seek’ campaign
Photo courtesy of Royal Caribbean.

Royal Caribbean targets Millennials with ‘Come Seek’ campaign

MIAMI — Royal Caribbean is launching a new brand campaign inviting these seekers to ‘Come Seek’ their own experience filled with adventure, exploration and discovery.

The integrated marketing campaign includes broadcast, digital and outdoor advertising, in addition to public relations, social media and direct marketing.  The multimillion dollar campaign launched earlier this week with a series of broadcast and online ads, including a first-of-its-kind live streaming outdoor campaign delivered via the social platform Periscope, targeting Millennial travellers in particular who aren’t yet cruising in large numbers.

“Our mission is to challenge misperceptions and invite the next generation of travellers 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.”

The cruise line says ‘Come Seek’ was developed as a “call to travellers who want more than to sightsee along the beaten path”. Seekers are introduced to these destinations with experiential excursions, such as an Ocean Racing Experience in Antigua, which matches two guest teams of six each with professional yachties in head to head competition, and a Mountain Top Downhill Trek through historic plantation ruins in St. Maarten.

Royal Caribbean also says ‘Come Seek’ reflects the brand’s adventurous spirit by placing the traveller’s personal experience and point of view at the heart of the campaign. Royal Caribbean is well-known for its innovation – including the revolutionary Oasis- and Quantum-class ships – and delivering many industry-firsts from ziplines and rock climbing walls, the FlowRider surf simulator and the RipCord by iFly skydiving experience, to leading technological breakthroughs like VOOM –  the fastest Internet at sea.

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