Busting cruising misconceptions with unexpected perspectives.
How do you grow faster than a growing category? Rather than continue to fight competitors for the same repeat customers, Royal Caribbean needed a positioning and platform that would appeal to a new audience to secure long-term, sustainable growth. Royal Caribbean’s “Come Seek” campaign reoriented the company around adventure (rather than cruising), changing perceptions of the brand (and category) among a critical audience who vowed they’d never cruise.
As part of this multi-year campaign, we embarked on a mission to dimensionalize the destinations Royal Caribbean visits by telling the stories of those who know the islands best: locals.
Come Seek Campaign
The campaign focused less on the ship experience and more on the adventure, exploration and discovery awaiting guests, who we dubbed "seekers" of experiences, rather than just cruisers. "Come Seek" reflected the brand's adventurous spirit by placing the traveler's personal experience and point of view at the heart of the campaign.
