Royal Caribbean — Come Seek
MullenLowe Boston, 2016
This is not a cruise. This is not the Caribbean. You are not a tourist.
Come Seek openly owns the perception issues that come with the category and invites people to explore new adventures in the most un-cruise way possible. While the cruise category relied on creating television spots highlighting their big white ships, such shots were wildly unappealing to those who were new to cruising. Come Seek therefore shed category norms and banked on new formats, new school music and real footage.
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Bring a new, younger audience to the category of cruising to secure future U.S. growth for Royal Caribbean.
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Cruise brands were fighting for older generation “cruisers” and for families with kids. It did not appeal to a younger generation for whom “cruise” was a bad word and “Caribbean” was a generic sandy beach.
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New-to-cruise travelers want opportunities to get lost, explore unknown worlds, discover new people and maybe humblebrag along the way.
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Lose “cruise” and redefine the Caribbean.
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Royal Caribbean become the most preferred cruise line among those who were new-to-cruise, surpassing the leader.
Increase in new to cruise travelers increase by 8pp surpassing targets.
Winner: Effie Silver - Media Innovation, 2017
Finalist: Effie Travel & Tourism, 2017
Brand Film
Media Case Study