Content & Editorial
Royal Caribbean
Turning millennial skeptics into readers, and readers into bookings.
The brief
Royal Caribbean had a millennial problem: a generation of travelers with plenty of assumptions about cruising, and not many of them good. The brand needed to understand what was holding younger travelers back, then give them stories worth reading (and booking).
ENGAGEMENT
Editorial Strategy
TIMELINE
3 years
SERVICES
Audience Research · Editorial Strategy · Content Production
INDUSTRY
Travel
The results
Over three years, SeaViews grew from a brand-new blog into a real audience, and we could follow readers from a story all the way to the booking page.
1.3M
Unique views, starting from zero
3 years
Of editorial partnership
CNN + MSNBC
Syndication partners
The challenge
Millennials weren’t booking, and the brand didn’t have a clear picture of why. Without that insight, its content couldn’t do much to change minds, or to show off the destinations and ship features that might.
Our approach
We went straight to the source, surveying millennial travelers at Royal Caribbean’s main departure ports about what they really thought about cruising. Those answers became the editorial plan for SeaViews, the brand’s official blog, and the analytics told us what to write next.
What we built
Port-side research with millennial travelers
A content plan and editorial calendar for SeaViews
A team of writers, plus influencer collaborations
Quarterly content reports for the CMO
Syndication partnerships with outlets including CNN and MSNBC
Tracking from blog post to booking page
Cover photo: Clem Onojeghuo on Unsplash.
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