Travel - Giant cruise ship takes to the high seas

Launch of new cruise ship Independence of the Seas Client: Royal Caribbean International PR Team: Siren PR, Pimento and in-house Timescale: December 2007 - May 2008 Budget: Not disclosed, but believed to be around £100,000

Independence of the Seas: 'floating town'
Independence of the Seas: 'floating town'

 

In April, Royal Caribbean International's (RCI) 15-deck, 154,000 ton, 1,112 ft cruise ship Independence of the Seas was launched in Southampton.

Objectives

- To raise awareness of the Royal Caribbean International brand

- To position Independence of the Seas as the most innovative cruise ship in the world

- To sell more holidays.

Strategy and plan

As well as exclusive angles for the main travel trade press, stories were released to national and regional news desks.

A marketing partnership was set up with Virgin Radio to attract non-cruisers onboard via a competition.

Siren also worked with University of Bournemouth to recruit three PR degree undergraduates to help out onboard.

Measurement and evaluation

The story got RCI a larger share of voice than competitors. Headlines included, 'Not so much a cruise liner, more a town that floats' from the Daily Mail.

Results

During launch week, calls to RCI's reservations centre increased by 44 per cent compared with the same week last year.

Launch week bookings increased by 50 per cent compared with the previous week.

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