Royal Caribbean International, the contemporary market brand in Royal Caribbean Cruises, Ltd (RCCL) group, says it has launched a new advertising campaign to target millennials and to flush out dated conceptions about cruising.

 “COME SEEK LIVE is an exciting way for Royal Caribbean to challenge the misperceptions travelers have about the cruise industry. We are continually evolving the experience across our fleet, designing adventures that inspire and excite our travelers,” said Jim Berra, senior vice president and chief marketing officer, Marketing, Royal Caribbean International. “It is natural that we would bring this innovation to the transformation of our marketing as well, especially as we recognise that millennials require us to communicate with them using new channels,” he said in a statement

 Running through the social media app Periscope and showcased on billboards on the streets of New York City this latest activation of the brand’s new “Come Seek” campaign enables seekers and explorers to interact in real time with adventurers aboard the high tech ship, Anthem of the Seas as she sails to five distinct Caribbean destinations.

 The COME SEEK LIVE experience brings adventures only found on Royal Caribbean International and some of the destinations the cruise line visits to life using Periscope. It will allow followers from around the world the opportunity to experience the adventures of influential seekers via live-streaming of 13 live broadcasts from five islands over seven days, beginning today.

Streaming events will begin at the Las Playas natural water slide in Puerto Rico and adventure-hop from playing with green monkeys at the Wildlife Reserve in Barbados to riding ATVs in St. Maarten or enjoying a post-expedition refreshment made by a robot at Anthem’s Bionic Bar. Periscope followers will be able to direct the adventurers next steps with the unfolding story showing followers what they could be doing right at that moment onboard a Royal Caribbean adventure.

Royal Caribbean developed the first-of-its-kind distribution platform using their industry-leading VOOM wireless connectivity – the fastest internet at sea – to beam the Come Seek adventures to the streets of New York. COME SEEK LIVE will be streamed to subway displays and newsstand screens at hyper-targeted locations around the city including Grand Central, Penn Station, Union Square, West 14th and 7th Ave., 86th and Lexington Ave., Brooklyn Bridge-City Hall, and Fulton Center.