Royal Caribbean Courts Millennials by Promising Them Adventure

By: Christopher Magsambol - Oct 21, 2015
References: & adweek
Advertising agency Mullen Lowe has released its first cruise ad for Royal Caribbean. The short ad spots seem to have an anti-cruise tone, and focuses on the adventures that the cruise line offers, emphasizing off-board activities.

Vivid colors, splashing water, quick clips and catchy music permeate all of the ads that seeks to attract millennials by offering up the immense adventurous possibilities rather than simply listing them off. Messages like "you are not a tourist" and "this is not a cruise," flash on the screen which hope to attract people with promises of immersive cultural experiences.

The ads focus on the overall experience of travel rather than on the ship itself. Images of on-board activities have been abandoned in favor of images from various ports. The ads attempt to reach millennials by encouraging them to try new things and share their experiences on social media.