The Challenge

Trade launch of the world’s biggest cruise ship

Royal Caribbean and Travel Weekly have enjoyed a long and fruitful partnership. Travel Weekly has supported the launch of a number of ships over the years, which made it the natural choice to support the launch of Royal Caribbean’s latest ship, Harmony of the Seas, and its loyalty programme.

The brief was simple, we were asked to:

Encourage

Encourage as many agents as possible to experience the new ship

Buzz

Get the market excited about Harmony of the Seas

Educate

Give agents confidence to sell Royal Caribbean to consumers who have never booked a cruise before and to speak confidently about the brand to loyal cruise travellers

Support

Support the launch of the My Club Royal incentive programme and support the rollout of the Royal Suites luxury consumer proposition

What We Did

In order to maximise the traditional booking window from January to March we needed to create as much cut through and impact, and as many touchpoints as possible for Royal Caribbean in a crowded and buoyant marketplace.

Each January the Globe Travel Awards attract 1,200 of the biggest names in travel. In order to promote the high-adrenaline Abyss attraction on board Harmony of the Seas, Royal Caribbean’s sales director was delivered to the stage via zipwire to present a prize to a lucky guest who won a trip to spend two nights onboard the ship in the US.

Also in January 2016 Royal Caribbean sponsored the entire ‘cruise’ edition of Travel Weekly. This issue featured:

  • A cover wrap promoting the My Club Royal loyalty scheme
  • A in interview with Royal Caribbean’s managing director
  • A series of advertising pages

Online, travelweeky.co.uk supported the initiative with a competition to win a place at the launch of Harmony of the Seas, email shots and run of site advertising.

The competition was also promoted via Travel Weekly’s social channels.

Finally, to support Royal Caribbean’s Royal Suites product, we organised a forum under the Aspire brand attracting luxury agents who specialise in selling premium products to high net worth individuals.

“It was great for us to have such a high impact presence and to be able to talk to agents about Harmony of The Seas”

The Result

High impact positioning in person at the Globes and via print & digital impact and extended coverage throughout the quarter helped Royal Caribbean successfully launch Harmony of the Seas to the UK Travel Trade, and promote their Royal Suites and their My Club Royal loyalty scheme.

Agents have been able to confidently sell the product to seasoned and new cruise customers.