Royal Caribbean was honored with a silver Effie award at the 2017 North American Effie Awards in the Media Innovation – Existing Channel category for the #ComeSeekLive program.
The awards ceremony was held in New York CIty, and Royal Caribbean was recognized for its work offering a first-of-its-kind live, interactive experience that was showcased on billboards on the streets of New York City, thanks to the livestreaming capabilities of the social media app Periscope.
Designed and executed by Royal Caribbean’s creative agency, Mullen Lowe, and media buying agency, Mediahub, #ComeSeekLive combined traditional outdoor advertising with the then-new social platform, Periscope. Royal Caribbean's campaign enabled consumers to interact in real-time with influencers on board the cruise line’s high-tech ship, Anthem of the Seas, sailing to five idyllic Caribbean destinations. Through the #ComeSeekLive experience, audiences were given the ability to discover and participate in adventures they never expected from the brand.
The North American Effie Awards honor the most effective marketing efforts of the year in the United States and Canada.
A photo posted by Royal Caribbean International (@royalcaribbean) on
Zen Yoon is an onboard entertainer that has worked on seven Royal Caribbean ships since 2011. She is currently working on Quantum of the Seas.
Yoon will provide the public with a behind-the-scenes look into what living and playing on a Royal Caribbean cruise is all about.
Crew members, like Yoon, will become ambassadors and share content as they experience it on their cruises. Royal Caribbean indicated the public will be able to meet a new crew member each day next week.
Royal Caribbean launched its Come Seek marketing campaign back in November 2015, and announced it would entail a great deal of non-traditional marketing techniques in an effort to reach those that never really considered a cruise.
Royal Caribbean believes authentic experiences will be something guests really value and notice.
The live broadcasts will be available to watch from any smart phone or tablet that has Periscope installed on it. Royal Caribbean will also simulcast the Periscope sessions at 230 geo-targeted units across New York City in high traffic commuter areas, such as John F. Kennedy International Airport terminal, newsstands and subways.
Today marks the official launch of Royal Caribbean's new marketing campaign, "Come Seek" and already its website is showing off the new branding.
A new mini-site launched today that reinforces the three main messages of the campaign: "You are not a tourist", "This is not a cruise" and "This is not the Caribbean".
The site also shows off still and moving imagery that focuses on the one-of-a-kind experiences a Royal Caribbean cruise can offer.
The "Come Seek" campaign is aimed at people that have never taken a cruise before and may have never even considered one. Royal Caribbean is specifically going after Millenials and those that have misconceptions about what a cruise vacation is.
In addition, Royal Caribbean re-branded its Twitter and Facebook designs to match the "Come Seek" motif.
With the official launch of the "Come Seek" campaign today, Royal Caribbean will be also running ads on popular TV shows, such as the "Late Show" with Stephen Colbert, the "Tonight Show" starring Jimmy Fallon and also the reality show, "The Voice."
The first salvo of advertising will be quick five-second ads that are meant to pique the interest of a viewer, which will be followed up by more traditional 30-second spots with similar music and theme.
Ads will be seen on ABC, NBC, CBS, ESPN, Food Network, HGTV, Travel Channel, Bravo and TBS.
Later in the campaign, Royal Caribbean will launch “Come Seek Live” - a first of its kind crowd-sourced Periscope activation originating from a Royal Caribbean ship and streamed onto a series of animated billboards in major metro areas.
Is the new "Come Seek" campaign your favorite Royal Caribbean marketing campaign? Tell us in the comments!