Young people who haven’t cruised think it’s void of adventure and discovery and that the Caribbean is one homogenous tourist trap. So to help change perceptions we created a campaign as adventurous and unexpected as the Royal Caribbean experience: Come Seek Live. Combining traditional OOH with social media in a way that had never been done before we showed people on the cold streets of NYC what they could be doing RIGHT NOW if they were on a Royal Caribbean cruise. And we let them control the entire live experience.
For seven days, across five islands, aboard Royal Caribbean’s Anthem of the Seas we beamed 22 live Periscope broadcasts from places never Periscoped. Allowing millennials who have never cruised before to navigate and authentically discover that the Caribbean is actually 26 unique terrains and cultures and that a Royal Caribbean vacation is NOT what you thought it was — like, not even close.