By Betsy O’Rourke
As the head of global marketing for the Royal Caribbean brand, I have the opportunity to work with some terrific partners. Those of you who have sailed with us have enjoyed many of their products onboard, including Crayola and Fisher-Price, who add great value to our complimentary Adventure Ocean youth program, or Johnny Rockets delighting guests every day onboard our ships with burgers and tunes, or CocaCola - whose soft drinks are so popular – and now DreamWorks Animation, among others.
You may wonder how we choose our partners. The answer, as the saying goes, is “very carefully.” Our number one criterion is adding value to the guest experience. We want our guest experience to be the greatest in the industry, so we partner with some of the world’s best brands to bring together our experience and theirs in a way that adds maximum value and enjoyment to our guests.
We are currently working closely with DreamWorks Animation to bring “The DreamWorks Experience” to life on four of our ships, starting with our newest ship, Allure of the Seas, this December. The DreamWorks experience will include a “How To Train Your Dragon” ice show, a “Madagascar” aqua show, character breakfasts, activities for the kids in Adventure Ocean, character meet-and-greets, parades and sail away parties, and of course, 3D films in our new 3D theatre. After introducing this very exciting guest experience onboard Allure of the Seas, we will be adding The DreamWorks experience early next year on Oasis of the Seas, Liberty of the Seas, and Freedom of the Seas. We’re also making our first-ever fully animated television commercial with DreamWorks, which has been a really fun experience. Look for it on air in November.
In addition to working with partners on the onboard experience, we look for opportunities to work together in joint promotions for both brands. Right now we are participating with Johnny Rockets in their “Rockin’ Summer” promotion that encourages their customers to come back often and win prizes including cruises on Allure of the Seas. Johnny Rockets mailed a flyer describing the promotion to over 2 million people, posted it on their Facebook fan page, and have in-store signage in 147 stores giving us great brand exposure and visibility for Allure of the Seas, joining the Royal Caribbean family on December 1, 2010. This is a win/win for Johnny Rockets and for us as we get exposure for our new ship and they get a valuable incentive to their customers: be among the first to sail the newest ship in the Royal Caribbean fleet. Now who wouldn’t want to do that?
We have some other exciting promotions in the works with Coca-Cola, American Express, DreamWorks and more, all centered on bringing attention to Allure of the Seas, so keep an eye out as we will always post them on our Facebook page and try to convince Adam to blog about them…that is, when he’s not waxing on about his amazing feats in running! And yes, we are working on a really fun new partnership to offer a competitive run in one of our most popular destinations, but I know he’ll want to talk about that so stay tuned.