In an effort to attract a younger generation to cruising, cruise giant Royal Caribbean has built what it says is the first-ever Snapchat Spectacles dive mask with which it shot three Caribbean dives that will air this week on its Snapchat channel.
The so-called SeaSeekers dive mask was engineered by the cruise line, which said it “allows the wearer to snap while underwater and will give those above the surface a unique perspective into the intriguing underwater world of marine life”.
This is how it captured the dives it will feature starting Wednesday (June 21), which include:
- Roberto Ochoa, a marine wildlife photographer and conservationist, who dives alongside whale sharks in Cozumel during their annual migration;
- Marine biologist Gaby Nava, who dives into a coral reef restoration project in Puerto Morelos on June 22;
- And competitive free diver Ashleigh Baird, who explores Belize’s Great Blue Hole on June 25.
The masks are not yet accessible to consumers, but a rep said the brand has applied for a patent so it can eventually make the masks available to its guests.
Royal Caribbean said this #SeekDeeper campaign allows it to connect with its audience in an unconventional way, bringing its destinations to life beyond traditional social content.
“The SeaSeeker will enable all adventure-seekers to get a front-row seat to the thrilling adventures found underwater in a way that has never been possible before,” said Jim Berra, chief marketing officer and senior vice president of marketing at Royal Caribbean, in a statement. “Snapchat continues to be a favorite channel for curious travellers and is the ideal platform for this first-of-its-kind undersea exploration. We are excited to find an innovative way to use the Snapchat Spectacles with our SeaSeeker mask so that we can bring the underwater experience to our guests as they visit the incredible destinations we sail to. We’ve even taken the added step of applying for a patent for the SeaSeeker mask so that we can bring it to our guests exclusively.”
Royal Caribbean has been on Snapchat since October 2016.