Royal Caribbean

COME SEEK CAMPAIGN
Royal Caribbean: Come Seek Campaign

Inspiring
a new generation
of cruisers.

overview
In a divided world of cruisers and non-cruisers, we turned "cruise" on its head by developing a brand platform and identity that shed the negative perceptions of cruising as a sedentary travel experience and attracted ever-elusive Millennial travelers.

The “Come Seek” platform illuminates the adventurous side of cruising, utilizing authentic, user-generated content and first-to-market media innovations.

The Come Seek campaign grew first-time consumer bookings by 7.6% YTD, decreased the average age of our customer, and became the #1 preferred cruise option for people who have never cruised before, paving the way for future brand growth.
Royal Caribbean: Come Seek Campaign
strategy
our mission
Create and bring to market experiences that shepherd the next-generation traveler to consider a cruise, to take a cruise, and to help us redefine cruising.
guiding principle
The marketing needed to be as adventurous as the Royal Caribbean experience.
brand purpose

To inspire adventure
and deliver
the unexpected

WE ARE
The world’s most innovative adventure company.
WE BELIEVE
You shouldn’t just see the world; you should experience it.
WE ALWAYS
Deliver the most immersive, culturally rich and unique experience.
personality

Bold, optimistic, welcoming, energetic, imaginative

Royal Caribbean: Come Seek Campaign
Come Seek redefines vacationing with Royal Caribbean by pushing against three conventions of the category:
STRATEGY
01
this is not a cruise.
This is the most innovative adventure company in the world. It's a mashup of surprising adventures that are miles ahead of the category.
02
this is not the caribbean.
this is the royal caribbean.
Dozens of unique countries, each with their own personality ready for you to explore. And we know it best.
03
you are not a tourist.
You are an island-hopping, Instagramming, try-anything-once culture sponge.
Royal Caribbean: Come Seek Campaign
Come Seek Lockup
distinctive assets
Color System
Royal
Emerald
Hibiscus
Sunrise
Sunset
Border System
Inspired by vintage map borders and the colorful countries we visit, the four-color border is a unique design element that allows us to create a vibrant point of separation between our work and its environment.
Inspired by vintage map borders and the colorful countries we visit, the four-color border is a unique design element that allows us to create a vibrant point of separation between our work and its environment.
Compass
The compass icon represents Royal Caribbean’s commitment to being your navigator for the ultimate vacation experience.
Photography
Pushing away from generic travel and cruise photography we crafted a more modern aesthetic, reminiscent of GoPro footage or images taken at arm’s length with a smartphone or selfie stick.
System of Layouts
A system of layouts, assets, and templates were developed for visual and content flexibility.
Global Brand Guidelines
We developed a global brand toolkit detailing the new design system and its distinctive assets, providing them with a scalable system that trade and internal partners could digest.
Royal Caribbean: Come Seek Campaign
Campaign Executions
Royal Caribbean: Come Seek Campaign
beyond the campaign

The strategy and design extended far beyond a single campaign. Come Seek acts as the brand's compass, informing a multitude of Royal Caribbean's future projects.

Royal Caribbean: Come Seek Campaign

SeaSeekers

beyond the campaign
Royal Caribbean: Come Seek Campaign

Come Seek Live

beyond the campaign
Royal Caribbean: Come Seek Campaign

Symphony of the Seas

beyond the campaign
Royal Caribbean: Come Seek Campaign

SoundSeeker

beyond the campaign
royal caribbean: come seek campaign
capabilities
Campaign Identity
Digital
TV 
Art Direction
Photography
Production
Social
Print Collateral
OOH 
Experiential
Brochures