Announcement Today

[Overtyme]

A few teasers on Twitter from Royal Caribbean over the past few days indicate that there is an announcement coming today.

Both are 5 second videos:

1 is a video of a frog with some music that says "Pucker Up" and 1 is a 5 second video that shows a boy on a boogie board that says in 2 days we're paddling out a new kind of adventure.

Both of these are branded with "Come Seek" with the tag "The Royal Caribbean".

Thoughts on Facebook are that they're going to reveal entertainment for one of their new ships.

 

https://twitter.com/RoyalCaribbean/status/654009473288261632

 

https://twitter.com/RoyalCaribbean/status/654419544946118656

 

What are your thoughts?

[Susie51]

New entertainment potions or shore excursions

[SheehanDJ]

Went on the back stage tour on Freedom last week and they hinted about new shows after someone asked them about a rumor.

[swoopy2110]

They're sacking the entire IT Department and hiring professionals

[minn0315]

My email from them this morning stated that they were changing the name of CruiseCare to Royal Caribbean Travel Insurance Protection or something like that.

[Cruisingthesuitelife]

This has been released:

 

http://www.seatrade-cruise.com/news/news-headlines/royal-caribbean-come-seek-breaks-out-with-live-streaming-destination-focus.html

 

Obviously not from RCI directly. However, it is all about a new marketing strategy aimed at getting new cruise customers.

 

Perhaps they will release something else in conjunction, ie, new ship entertainment information, or perhaps this isn't the announcement but with the promo clips on Twitter and the slogans mentioned specifically, it seems this may be all it is!

Edited October 15, 2015 by Cruisingthesuitelife

[garnetpalmetto]

Any chance of a name reveal for Oasis 4 or Quantum 4? The pucker up clue made me think of romance/passion and, IIRC, Passion of the Seas was a name Royal had copyrighted for a future ship name. I also heard one of the waiters in MDR on Oasis last week (so, naturally, take it with a grain of salt) mention to a diner that the 4th Oasis would be Passion.

[Overtyme]

I wonder what is meant by "A New Kind of Adventure"? That doesn't sound like a show to me.

I wonder if they're going to announce something like new ports (Cuba?).

[legaljen1969]

Passion of the Seas? Yuck. Don't care for that name at all, but I don't spend enough money with them for my opinion to count. :)

[Hotel CA]

:)Interesting thing is that it is "....geared to tech savvy customers" and I wonder how RCL will employ its significant IT Capability to actually make this work?

 

Perhaps the first thing you may want to consider is to get your Web Apps to actually A. Work and B. Be useful-- in order to allow those very same 'Tech Savvy' people the ability to actually book something on Royal.

 

Anyway, I am pulling for ya Royal as I am hoping this massive expenditure may ultimately lead to an actual functioning website!!!

[EDL]

Maybe a nudist ship ?

[MADflyer]

Any chance of a name reveal for Oasis 4 or Quantum 4? The pucker up clue made me think of romance/passion and, IIRC, Passion of the Seas was a name Royal had copyrighted for a future ship name. I also heard one of the waiters in MDR on Oasis last week (so, naturally, take it with a grain of salt) mention to a diner that the 4th Oasis would be Passion.

 

The trademarks on Passion of the Seas and all the other previous names ran out about 6 weeks ago and RCI did not re-apply for any of them at this time. Other new names have not appeared on the list of registered trademarks for Royal Caribbean.

[reedy8]

They're sacking the entire IT Department and hiring professionals

Ha ha ha, if only!

[Canadian Tyler]

This has been released:

 

http://www.seatrade-cruise.com/news/news-headlines/royal-caribbean-come-seek-breaks-out-with-live-streaming-destination-focus.html

 

Obviously not from RCI directly. However, it is all about a new marketing strategy aimed at getting new cruise customers.

 

Perhaps they will release something else in conjunction, ie, new ship entertainment information, or perhaps this isn't the announcement but with the promo clips on Twitter and the slogans mentioned specifically, it seems this may be all it is!

 

Yes, looks like the "big announcement" was a new marketing strategy.

[MOcruiserman]

It looks like they're going to make major use of Go-Pro video. Maybe they'll video me when I'm on the Grandeur in 10 days as I sit on my comfy chair reading and drinking my coffee. :)

[Canadian Tyler]

Here is one of the new :30 spots.

 

[spookwife]

They're sacking the entire IT Department and hiring professionals

 

that would be great.. my husband is an IT/cyber security guy, about to retire from the Navy and needs a post retirement second career. wonder what the employee discount is on cruises....:confused: :o

[voyager70]

They're sacking the entire IT Department and hiring professionals

 

We can only wish!

[Clancy14]

From an article in Travel Weekly:

 

Royal Caribbean International is launching a major marketing campaign on Oct. 19 that will focus on Caribbean destinations and subvert stereotypes about a cruise.

Stylistically, it is designed to break through advertising clutter and indifference, with a specific emphasis on reaching “next gen” cruisers with twitchy images and jangly music.

The “Come Seek” campaign, Royal’s first since chief marketing officer Jim Berra moved to Royal from a similar position at Carnival Cruise Line, will be nothing if not different, Berra said.

“It really is about attracting that next generation of cruisers,” Berra said. “We’re not simply trying to speak to our current core passengers.”

The key message in ads that will begin airing on shows such as NBC’s “The Voice” is about what a cruise is “not.”

 

Viewers will see a rapid sequence of images that include statements such as “This is not a cruise,” or “You are not a tourist,” or “This is not the Caribbean.”

Berra said the theme was designed to resonate with about 35 million people who are not “cruise rejecters” but who need more convincing.

“Some of the things we’re going to do when showing our shipboard experience is to bring it to light in ways that are a little bit unexpected,” he said.

The “not” theme will carry over into a trade campaign that will include the theme “You are not a travel agent.” Instead, Royal suggests in one ad that, “You are an all-knowing giggle-moment maker.”

Vicki Freed, Royal’s senior vice president of sales trade support and service, said field sales calls are being rebranded as “seeker sessions.”

“We’re going to help give [agents] the tools and the resources to help get those people who are “seekers” to think about coming on a Royal Caribbean cruise,” Freed said.

“Come Seek” will have several novel delivery vehicles, including 5-second video ads that will serve as “teasers” on national television and as “snackable” messages for social media posting.

Video for the campaign has been shot and edited so it stands out on small screens, Berra said.

Starting in November, Royal will also come alive on 320 electronic billboards in high traffic spots in New York City that will carry live Periscope video from ships or Caribbean locales.

The idea leverages Royal’s Voom broadband connection to stream the video.

As part of the effort, Royal will select crew members to show off their insider knowledge in social media postings.

Berra said Royal ‘s fourth-quarter ad spending will be up 35% from last year, with an expected increase in next year’s first quarter, too.

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- I'm still waiting for the Harmony's show annoucement!!!!!

- Miriam

[Overtyme]

Here is one of the new :30 spots.

 

 

What a bunch of @#!$%

We are tourists and we are on a cruise...

I'm in the marketing and advertising industry and I just don't get it...

Is there something more to this that I'm not getting here?

What is the message that they're trying to send?

The only thing that makes the adventure different is their ships vs. the competition, but the ports are the ports (right?).

[Big_G]

I thought it was pretty cool but they already have my business.

 

 

Sent from my iPad using Tapatalk

[cruisbob]

Bungi jump off the side of ship while underway?

[orville99]

In a word - Dumb.

[MADflyer]

They are trying to appeal to the huge travel segment that would never consider a cruise as an option and this might seem 'dumb' to someone who is a seasoned cruiser.

 

Cruise passengers traditionally are 'group' thinkers. They move with the masses.

 

They are wanting to reach the 'seeker' market that are looking for individual experiences and strivers that want to send 'snapshots' of their 'unique' experiences out via social media.

 

The, you are not a 'tourist' (group traveler), this is not a 'cruise' (resort experience with land features), this is not the 'Caribbean' (a beach is a beach)

This is 'Royal' Caribbean. (individual experiences and adventures), is just a positioning campaign

[Smitty815]

I don't understand what the advertisement is trying to say. I am a tourist, I am on a cruise and I am going to the Caribbean.