Mullen Lowe created this ad for Royal Caribbean Cruises, which promotes an action-packed adventure as opposed to a relaxing vacation. The ad is specifically geared towards millennials who are constantly seeking the thrill of excitement.
The ad is loaded with colorful clips and short busts of exciting activities that are culturally fuelled. The short commercial also contains phrases such as "You are not a tourist" and "This is not a cruise." The idea is to present Royal Caribbean Cruises as an anti-vacation but rather as an adventure. With activities like snorkeling, scuba diving and food tastings, the experience is more memorable than the common trip.
Instead of sending passengers on a boring vacation, this particular cruise will bring the excitement right to the consumers. With a knack for immersive adventures, the cruise company ends the ad by challenging the audience to "Come seek" for themselves.
Adventure-Quenching Cruise Ads
This Anti-Ad from Royal Caribbean Cruises Promises Experiences
Trend Themes
1. Adventure-centric Vacation Packages - Travel companies can tap into the millennial market by offering vacation packages that prioritize adventure and excitement.
2. Anti-vacation Advertising - Companies can break away from traditional vacation ads by adopting an anti-vacation messaging that highlights the unique experiences customers can have.
3. Cultural Immersion Cruises - Cruise companies can differentiate themselves in the market by offering culturally-driven and immersive experiences to attract thrill-seeking customers.
Industry Implications
1. Travel Industry - The travel industry can develop customized adventure packages that cater specifically to millennials and their desire for unique experiences.
2. Advertising Industry - The advertising industry can explore alternative messaging strategies by creating anti-vacation ads to differentiate product offerings and attract audiences seeking new types of experiences.
3. Cruise Industry - The cruise industry can introduce culturally-immersive cruises that prioritize thrilling experiences and activities such as snorkeling, scuba diving, and food tastings as a means of attracting customers who prioritize experiences over relaxation.