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.
Thank you for all of the recent changes that have been made to the benefits received. As Diamond members I am happy to see the benefits and the return to the booking on board shipboard credit. We are looking forward to two upcoming cruises and will enjoy each! One last benefit question: Is there any possibility of restoring the Vitality/Ship Shape “dollars”? My friends and I so enjoy earning those and having the fun it affords while we work out to maintain a healthy lifestyle. It certainly makes exercising fun! Thank you!
Caren, we are happy to hear that you are satisfied with the recent changes we’ve made to our C&A benefits program. Although we no longer have that program, there are still a variety of Vitality activities that you can participate in and maintain your healthy lifestyle onboard.
My husband and I are so looking forward to our trip on Allure of The Seas in Dec. In addition, we have a reservation for back to back cruises in May. Since Celebrity offers a discount for back to back cruises, I was wondering, as a diamond member of Crown & Anchor, is this being offered on RCL as well.
Thank you in advance for your response.
Eleanor, congratulations on your upcoming cruise on Allure of the Seas in December, and your scheduled back to back cruises in May. In regards to your question about back to back cruising discounts we currently do not offer back to back cruise discounts.
Can you please tell us when we can book the How to Train Your Dragon Ice show?
I have already booked the other shows for both the Dec 1st & Dec 5th sailings but there doesn’t seem to be any mention of a few of the shows mentioned recently here in this Blog.
Many thanks.
Elizabeth, we thank you for your interest in the How to Train a Dragon Ice Show. Guests will need to be onboard to reserve this performance. You may reserve the show from your stateroom or at the Clock Tower on the Royal Promenade. We can’t wait to see you onboard in December.