How do you get people who would never take a cruise to consider it as a vacation option? The reality was that Royal Caribbean's biggest marketing obstacle as a cruise line, was the cruise category itself. Unknown to consumers, Royal Caribbean ships are 10 years ahead of the industry. They have more proprietary, one-of-a-kind experiences onboard than any other cruise line. Mullen's pitch-winning answer was "Come Seek the Royal Caribbean". A call to action as well as an invitation, acknowledging that people think they know what cruising is all about, but Royal Caribbean provides something totally different. We wanted to ensure that the marketing was be as adventurous as the experience itself.
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.
In a divided world of cruisers and non-cruisers, we turned "cruise" on its head by developing a brand platform and identity that shed the negative perceptions of cruising as a sedentary travel experience and attracted ever-elusive Millennial travelers. The “Come Seek” platform illuminates the adventurous side of cruising, utilizing authentic, user-generated content and first-to-market media innovations. The Come Seek campaign grew first-time consumer bookings by 7.6% YTD, decreased the average age of our customer, and became the #1 preferred cruise option for people who have never cruised before, paving the way for future brand growth.