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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.
The ads focus on the overall experience of exploring exotic destinations beyond the ship itself.
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