Royal Caribbean International

Jim Berra, Chief Marketing Officer
Kara Wallace, Vice President, North America Marketing
Jill Weiss, Director, North America Media
Marilyn Jimenez Neeley, Director Brand Marketing & Advertising
Ana Rebbapragada, Manager, Brand Marketing & Advertising
Nathalie Fernandez, Senior Manager, Social Media

MullenLowe U.S. *Lead Agency

The Entire MullenLowe Team , Hyperbundled Team

Mediahub *Lead Agency

The Entire Mediahub Team , Hyperbundled Team

How do you grow faster than a growing category? Rather than continue to fight competitors for the same repeat customers, Royal Caribbean needed a positioning and platform that would appeal to a new audience to secure long-term, sustainable growth. Royal Caribbean’s “Come Seek” campaign reoriented the company around adventure (rather than cruising), changing perceptions of the brand (and category) among a critical audience who vowed they’d never cruise. Since 2015, the campaign has driven historic demand and revenue growth worth an incremental $505 million.