ROYAL CARIBBEAN + Mic
"EMBARK"
THE ASK:
Royal Caribbean International RFP'd Mic to drive awareness, excitement and new customers for their cruises via custom branded content. Rather than focusing on their product offering, Royal Caribbean wanted to emphasize the "unexpected experiences" that arise when on one of their cruises — specifically in their Caribbean port cities.
MY SOLUTION:
Everybody loves travel content; it's aspirational, visual and lighthearted. For Royal Caribbean, my team and I developed a content campaign called Embark, which highlighted authentic local experiences in and around RCI's port cities. Pooling our resources to discover the most interesting and compelling characters out there, Embark explored their stories in a series of docu-style branded videos and accompanying branded articles exploring the local food and culture in more depth.