Royal Caribbean Courts Millennials by Promising Them an Anti-Cruise That Won't Suck

Because this is not the Caribbean. Or is it?


Mullen Lowe positions Royal Caribbean as something of an anti-cruise line in its first campaign for the brand since adding the assignment in May.

Vivid colors and good vibes permeate sun-splashed, quick-cut clips, which use phrases like "You are not a tourist" and "This is not a cruise" to hone Royal Caribbean's message for millennials and others seeking immersive, adventurous getaways. In fact, "seeking" is the salient theme, and "Come seek" is the new positioning.

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