The Intern-Ship of the Seas
Consumer PR, Influencer marketing
Driving bookings with millennials with the world’s most Instagrammable ship.
January is undoubtedly one of the busiest booking periods for the travel industry. As consumers are bombarded, the challenge for any travel brand is how to stand out in the crowd.
Royal Caribbean briefed us to not only drive brand awareness during this critical booking period, but also to capture the imagination and attention of this social-media savvy generation and persuade them to book a cruise holiday.
Increasing online conversion of millennials 92% year-on-year
We created the world’s first ‘Internship of the Seas’ – one lucky extraordinary explorer would be paid to sail with Royal Caribbean for three weeks, on three ships, across three seas, capturing their adventures on Instagram. The campaign was fronted by social media influencer and Instagram star Johnny Ward – the youngest person to have travelled to every country in the world. The campaign also led to the appointment of Royal Caribbean’s Instagrammer-In-Chief to launch their newest and most adventure filled cruise ship Symphony of the Seas.
Media outlets around the world picked up on the campaign launch,and the story exploded across 174 pieces of coverage globally and we generated over 330,000 entrants on Instagram around the world. But most importantly, a quarter of all traffic to the brand website was driven directly by millennials on Instagram. Solely in the first two weeks of the campaign, we saw visitor traffic increase 31% week-on-week by our ‘new-to-cruisers’ and online conversion increased 92% year-on-year.
We were proud to have set a new record for the brand in the UK market and even more proud that Ben Bouldin, Royal Caribbean’s former Managing Director, as “the single most successful piece of brand marketing activity Royal Caribbean has ever undertaken in the UK market”.
This was an
Consumer PR & Influencer marketing
Project for Royal Caribbean