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Royal Caribbean
Four Years of "Come Seek"
RAN IN: United States
CLIENT
Royal Caribbean International
Jim Berra, Chief Marketing Officer
Kara Wallace, Vice President, North America Marketing
Jill Weiss, Director, North America Media
Marilyn Jimenez Neeley, Director Brand Marketing & Advertising
Ana Rebbapragada, Manager, Brand Marketing & Advertising
Nathalie Fernandez, Senior Manager, Social Media
AGENCY
The Entire MullenLowe Team , Hyperbundled Team
The Entire Mediahub Team , Hyperbundled Team
SUMMARY
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.
Since 2015, the campaign has driven historic demand and revenue growth worth an incremental $505 million.
CASE VIDEO
Hero Medium: TV
Medium Featured On Video: OOH,SOCIAL MEDIA,TV
Audience: New Audience
Objectives: Gain new customers
Type: Business to Consumer
Language: English
