Key to Success:
- Execute an interactive creative experience while ensuring it is intuitive to end-users.
- Keep content fresh and offer a variety of ways to win in order to encourage repeat visits throughout the program duration.
- Capitalize on excitement of a new ship launch to drive data acquisition.
- Ensure all exit points of the program drive to booking opportunity.
Cruise lines face the challenge of separating themselves from the competition and standing out in the marketplace. Royal Caribbean wanted to disrupt the way people view cruising and make sure its industry-leading features were known to consumers.
To drive this level of awareness, buzz, and education for the launch of Royal Caribbean’s newest ship, we built an online experience that drove consumer engagement and excitement via an interactive ship tour. This created an opportunity for Royal Caribbean to talk directly to their consumer, building a relationship with them while driving excitement and awareness for the new ship and its outstanding features.
A new neighborhood was unlocked each month to showcase a different area of the ship, and participants explored each neighborhood to find various activities, information, and chances to win. This project was a Loyalty360 Platinum award winner for Creative Campaign.
Instant Win Games
Various types of instant win games were hidden throughout the experience, including a prize wheel, spin-to-win slot machine, pachinko, click & win, and more.
Special codes were released throughout the campaign via owned and paid media, and participants who registered with a code were entered into a special prize pool.