In 2019, Royal Caribbean struggled to tap into the millennial market. As a result, the cruise line needed a deep-dive into this vital consumer’s pain points when it comes to cruising, as well as a content plan that would showcase the brand’s incredible destinations and ship features. 

Business Goals

• Capture the vital millennial consumer through creative storytelling.

• Use editorial to foster brand awareness and cruise bookings.

Approach

• Survey millennial travelers at Royal Caribbean’s primary points of departure on their key assumptions about cruising.

• Use findings to develop a content plan for SeaViews, the official blog of Royal Caribbean.  

• Develop editorial calendar, manage writers, and collaborate with influencers on compelling, shareable blog content. 

• Use blog analytics to inform articles.

• Present quarterly content reports to Royal Caribbean CMO.

• Develop syndication partnerships for SeaViews, with outlets, including CNN and MSNBC. 

Outcomes

• Took SeaViews from 0 to 1.3 million unique views over 3 years.

• Used analytics to track the customer journey from blog post to booking page.

SeaViews generated significant revenue in cruise bookings throughout the three-year engagement.