Royal Caribbean Targets Active Travelers

Royal Caribbean International is taking aim at active travelers with a new “Come Seek” ad campaign. The campaign, which debuted on the RCCL’s YouTube page this week, targets travelers who want to have “adventure both onboard and with exciting and culturally rich experiences in destinations around the world.” The videos highlight active onboard activities like zip lines and rock climbing walls, and experiential excursions like the Ocean Racing Experience in Antigua.

The ad is a departure from the previous “The Sea is Calling” campaign. Its goal is to “invite the next generation of travelers to experience the unique Royal Caribbean adventure,” said RCCL president and CEO Michael Bayley.

The ads will debut on Monday on electronic billboards in high traffic areas of New York City and on television.

— Daniel McCarthy