Royal Caribbean International is launching a major marketing campaign on Oct. 19 that will focus on Caribbean destinations and subvert stereotypes about a cruise.
Stylistically, it is designed to break through advertising clutter and indifference, with a specific emphasis on reaching “next gen” cruisers with twitchy images and jangly music.
The “Come Seek” campaign, Royal’s first since chief marketing officer Jim Berra moved to Royal from a similar position at Carnival Cruise Line, will be nothing if not different, Berra said.
“It really is about attracting that next generation of cruisers,” Berra said. “We’re not simply trying to speak to our current core passengers.”
The key message in ads that will begin airing on shows such as NBC’s “The Voice” is about what a cruise is “not.”
Viewers will see a rapid sequence of images that include statements such as “This is not a cruise,” or “You are not a tourist,” or “This is not the Caribbean.”