A Parkour-blimey showcase!
Consumer PR, Influencer marketing
Driving bookings with millennials by showcasing the world’s most extraordinary ship.
How do you showcase the world’s largest cruise ship without talking about its size in a way that engages a millennial audience and positions it as the most extraordinary adventure at sea?
With world renowned parkour athlete and Star Wars stuntman, Pip Anderson, that’s how.
Driving 200,000 organic views on YouTube
We transformed Royal Caribbean’s usual video tour by unveiling their incredible new ship with a tour through the eyes of one of the best parkour athlete’s on the planet. Anderson’s athletic tour showcased everything from the amazing restaurants and bars to the unique robotic bartenders and waterslides creating a compelling piece of content that was placed exclusively with the Mail Online and drove almost 200,000 organic views on YouTube.
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