Appealing to a new generation of cruise-goers – and their vanity – the self-proclaimed world’s most adventurous cruise line, Royal Caribbean International, says it wants to crown four thrill-seeking millennials hungry for social stardom the “World’s Most Adventurous Squad.”
The brand’s so-called #AdventureSquad social contest will therefore “challenge explorers and aspiring Instagram stars to act on their wanderlust and prove their adventurousness is off the charts.”
Consumers vying for the title can enter via five adventure-themed Instagram challenges by posting photos, tagging the three friends that comprise their squads and using the hashtags #AdventureSquad and #Contest.
Each challenge will run for 72 hours on Royal Caribbean’s Instagram account. The contest itself will run from March 29 to April 12.
Australian travel blogger Tyson Mayr will host, announcing each challenge.
“From highlighting hidden gems in their travels to showcasing their most epic eats, each challenge will give participants the opportunity to share their most impressive photos for a chance to win,” the brand said in a release.
Upon completion of each challenge, Royal Caribbean will select one winning squad based on creativity and spirit of adventure in line with the theme.
The winners will set sail aboard Royal Caribbean’s Harmony of the Seas and take over the brand’s social media channels. In addition, content from the squads will appear on digital billboards for Royal Caribbean in New York's Bryant Park, Madison Square Garden/Penn Station and Times Square neighborhoods in mid-May.
According to the brand, the finalists will go head-to-head to capture “adrenaline-pumping content” both from the ship and destinations like Falmouth, Jamaica and Cozumel, Mexico, as well as Labadee, Haiti, which is what Royal Caribbean called its own “private destination”.
Royal Caribbean said the squad that most embodies the spirit of adventure will be named the World’s Most Adventurous Squad and win trips anywhere Royal Caribbean sails.
According to a brand rep, Royal Caribbean is trying to reach Millennial travelers who share the brand’s passion for adventure and exploration.
“Backed by a recent study, we found that one in eight Millennials feel TV and movie stars will be irrelevant in the future compared to social media celebrities,” the rep said. “Moreover, 25% of millennials believe social media is the future of fame. With adventure at the core and recognizing the hunger for social stardom is real, the brand created this opportunity to provide a platform for consumers to share brag-worthy moments.”
Indeed, the brand said host Mayr won one himself in 2014 and was paid to travel the globe for a year and has since made a living as an adventurer and content creator, “proving that Internet fame is within reach for social media contest winners.”
Nevertheless, while the rep said the primary target is millennials “given they are so active on social and make up the new generation of cruisers and travelers,” anyone of any age is able to participate.
Royal Caribbean said consumers can watch the action unfold by following @RoyalCaribbean and #AdventureSquad on Instagram and Snapchat.