CLIENT
Royal Caribbean International
Matt Cohen, Dir. - Mktg. Communications
AGENCY
Ron Lawner, Chief Creative Officer
Jay Williams, Executive Creative Dir.
Stephen Potter, Creative Dir.
Caryl Capeci, EVP - Group Account Dir.
Melanie Seaborn, VP - Management Supervisor
Kate Walters, Account Supervisor
Doris Chung, Creative Dir.
Brian Merrill, Associate Creative Dir.
Maureen Gawron, Associate Creative Dir.
Weber Shandwick
Rene Mack, President
Alice Diaz, Managing Supervisor
MPG
Carrie Drinkwater, VP - Associate Media Dir.
Diego Vaccarezza, SVP - Group Account Dir.
PointRoll
Adam Boozer, Executive Creative Dir.
Tony Quin, Creative Dir.
SUMMARY
In an effort to dispel consumers' misperceptions about what cruising is like, we used the upcoming launch of Royal Caribbean's newest and most innovative ship, Freedom of the Seas, to help consumers understand that cruising is not just for the newlywed, over-fed and nearly dead. The campaign to support the ship's launch leveraged multiple offline and online channels to bring the news of this innovative ship to consumers. Results were beyond expectations, making this the most successful ship launch in Royal Caribbean's 38-year history.
