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The multi-billion dollar marketing campaign which debuts this month includes broadcast, digital, OOH, PR, social media, and more
Royal Caribbean International is scheduled to soon unveil a new branding push themed, ‘Come Seek,’ inviting explorers to map their own adventure and discovery-infused experiences. The cruise-line sails 23 ships across more than 250 destinations worldwide, catering to vacationers with an innovative streak.
The campaign is being leveraged to reflect the brand’s essence while placing the traveller’s point of view at the heart of the initiative. A marque with 40 years in the business, the Royal Caribbean is promoting immersive encounters aboard its vessels.
From rock climbing to surfing to skydiving and enjoying the ocean, the newly launched campaign is an invitation by the brand to ‘come seek’ – especially those who have never been on a cruise. It also aims squarely at conventions that may inhibit continued growth.
The integrated marketing campaign includes broadcast, digital and outdoor advertising, in addition to public relations, social media, and direct marketing. The multi-million dollar effort is set to debut on 19 October 2015 with a series of broadcast and online ads, including a live streaming outdoor exercise delivered via Periscope.
“Our mission is to challenge misperceptions and invite the next generation of travellers to experience the unique Royal Caribbean adventure which is designed to inspire and excite the senses,” said Michael Bayley, President and CEO of Royal Caribbean International.
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