It’s hard to believe, but in less than two weeks we will be in Turku to accept delivery of Allure of the Seas. There are other subjects I would like to blog about, but it’s clear what the readers want to know – everything possible about Allure of the Seas.
To illustrate the point, I will talk about something else. We recently posted an aerial photo of Oasis of the Seas docked across a thin pier in Mexico from Freedom of the Seas. We posted it because we recognized it would make for an interesting juxtaposition of the current largest cruise ship with the previous largest cruise ship. We totally underestimated the intensity of interest in the photo and the excitement it would generate, especially from people who knew the Freedom-class well and were already booked for an upcoming Oasis-class cruise. The point is that the passion people have for our newest ships continues to take us aback even though we designed the ships to incite such passion. The reality is more compelling than the theory.
Unfortunately – there are no major disclosures regarding Allure today except to say we are not done yet. We have every intention of creating more news before, during and after Allure’s introduction; just not today in this blog.
In preparation for the arrival of the ship, I’ve been in New York visiting media and meeting with our marketing and PR agencies. The difference between doing Allure-related media interviews now and doing Oasis-related media visits last year is remarkable. Last year, despite great anticipation about the arrival of Oasis, there was a strong undercurrent of skepticism about our ability to fill the ship in such distressing economic times and our ability to operate the ship with so many guests. Today, the skepticism is gone and the focus is on what is different about Allure (what we’ve admitted to so far: DreamWorks elements, Chicago: The Musical, 3-D movies, Samba Grill, Boardwalk Dog House, Rita’s Cantina, Britto art store and the Guess store). It’s a testimony to the incredible work put in by so many people since 2004 that the Oasis-class concept is accepted as an obvious success.
One post-script about the PR effort: it doesn’t just happen. It is the result of a never-ending quest by our own personnel and our agency (Weber- Shandwick) to brainstorm media-worthy ideas, attract media interest, and execute even the most arduous concepts. After the abundance of publicity that Oasis of the Seas received last year, our PR team faced a daunting task to generate even a meaningful echo of such notoriety with Allure of the Seas. They have done a great job so far with highlights (I can talk about) so far including the Taylor Swift concert on Allure in Cozumel in mid-January and the filming of Adam Sandler’s next feature movie titled “Jack and Jill,” starring Katie Holmes and Al Pacino, during the inaugural cruises in November. Stay tuned. Do you think you have a PR idea our team should be pursuing? Let us know.