Measuring 1,188ft and billed as the world’s largest cruise ship, Royal Caribbean’s Harmony of the Seas provided an obvious news hook and some stunning imagery. But the coverage was a culmination of an eight-month campaign designed to widen the ship’s appeal, run by Good Relations with the in-house Royal Caribbean PR team, plus TVC for broadcast and OMD for social.
Activity included a pop-up restaurant in London serving dishes from on board, media tours of the ship’s construction yard in France and a film featuring a Star Wars stuntman showcasing the ship’s interior. A freerunner was also let loose on the boat, with resulting video viewed 175,000 times in the first 48 hours after it was posted on Facebook.
A test sail attracted more than 80 media and influencers, generating 30 pieces of national print coverage when the ship pulled into Southampton.
Overall, there have been more than 200 pieces of coverage across the campaign, with Harmony of the Seas the top-trending query on Google on the day of the launch. More importantly, website visits grew 86 per cent and bookings soared 93 per cent week on week after the launch. There were more than 100,000 Facebook views of the film in just 12 hours.
Now, if only they had named it Shippy McShipface.