Campaign details
Advertiser: Royal Caribbean InternationalAgency: Weber Shandwick
The challenge
Royal Caribbean International has a crucial need to reach first time "new-to-cruise" consumers, defined as adults 25-54 with a "seeker" mindset.
Our ongoing strategic approach is to break the cruise line into conversations around major cultural moments to demonstrate that cruising is a vibrant vacation option for young travelers.
But the outlook was less than optimal. Cruises are generally not in the consideration set for a younger audience. And the preconceptions of what it's like to go on a cruise are hard to change.
We had to...