Tell the story of Royal Caribbean launching the biggest ship in the world, Harmony of the Seas, moving away from being just another ‘big white ship’, engage a younger audience and challenge consumer perceptions about cruising.
Tapped into the unusual and exciting elements on board Harmony of the Seas, eg the Ultimate Abyss 10-storey slide and robotic arm bar, to craft news hooks for younger audiences, attracting consumer nationals and multi online coverage and engagement.
Created exciting and engaging creative moments through content, pulling out the most interesting activities on board and transforming them into mini films, ensuring we attracted new audiences through the power of online. Clever mini content cuts drove shareability online and social as each element of the ship was shared and celebrated. Lifestyle and consumer TV was cued up more than a month in advance ensuring the launch date was in all key consumer broadcast diaries.
A fast turnaround of content meant B-roll made news cuts on launch day. Inviting media on board gave key national journalists an opportunity to roadtest the ship in all its glory.
Secured back to back coverage from arrival date across pre-inaugural week with a total of 40 positive, branded pieces of TV and radio, including Good Morning Britain, BBC World, CNN and Sky, as well as 30 national consumer and online. Achieved broad spread of coverage, with pieces ranging from BBC World to LadBible, getting the story in front of a younger audience. Clocked up a total reach of 800 million and air time of 3 hours and 25 minutes.