Real-time content helps Royal Caribbean reach millennials

Stephen Whiteside

This event report outlines how Royal Caribbean, the cruise operator, aimed to engage millennial consumers by challenging their preconceptions about going to sea for their vacation.

Real-time content helps Royal Caribbean reach millennials

Stephen WhitesideWarc

The typical journey on a Royal Caribbean cruise ship takes in a variety of alluring destinations – including, with certain packages, tropical islands like Puerto Rico, Martinique, St. Martin and Barbados.

But consumer expectations about these experiences – particularly among the cruise-adverse millennial audience – are often less attractive than the appeal of the destinations might appear, according to Kara Wallace, VP/North America Marketing at Royal Caribbean International.

"There's an old saying in cruising, unfortunately, and that's that cruises are for the 'newly-wed, the nearly dead, or the overfed.' So...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands