There’s a group of people out there who love adventure but have no interest in cruising. They seek unique, unexpected adventures. They’re “Untourists” seeking the “anti-cruise.” And everything they seek can be found in the Royal Caribbean.
It’s with this approach that Mullen Lowe tackled the tough job of attracting the next generation of cruisers to Royal Caribbean. We issued an open call to adventurers, inviting them to “Come Seek.” The launch of the campaign unveiled a bold, vibrant and fresh approach, using innovative media placements, unique social activations and “traditional” spots that were anything but.
Basically, our goal was to make the marketing as innovative as the company itself.