Royal Caribbean

How do you get people who would never take a cruise to consider it as a vacation option? The reality was that Royal Caribbean's biggest marketing obstacle as a cruise line, was the cruise category itself. Unknown to consumers, Royal Caribbean ships are 10 years ahead of the industry. They have more proprietary, one-of-a-kind experiences onboard than any other cruise line. Mullen's pitch-winning answer was "Come Seek the Royal Caribbean". A call to action as well as an invitation, acknowledging that people think they know what cruising is all about, but Royal Caribbean provides something totally different. We wanted to ensure that the marketing was be as adventurous as the experience itself.