Royal Caribbean Courts Millennials by Promising Them Adventure
Christopher Magsambol — October 21, 2015 — Marketing
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.
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.
Trend Themes
1. Cruise Line Adventure Advertising - Creating ads that emphasize off-board activities and immersive experiences rather than traditional on-board offerings.
2. Millennial-focused Promotions - Attracting the younger generation with messages that encourage trying new things and sharing on social media.
3. Experience-focused Travel - Shifting the focus from spending time on a specific ship to highlighting the overall traveling experience.
Industry Implications
1. Travel and Tourism - Opportunity to create unique and exciting travel experiences that appeal to millennials and differentiate from traditional travel options.
2. Advertising and Marketing - Creating effective campaigns that speak to millennial values and promote adventure and experiences over material possessions.
3. Social Media - Providing the platforms and tools for millennials to share their travel experiences and encourage others to try new adventures.
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