Royal Caribbean’s Inflatable Cruise Ship Docks at Events
The laws of physics mean nothing to the marketers at Royal Caribbean, who set out to not just take the cruising experience on the road, but the actual cruise ship as well. Snap Marketing answered the call with an eye-popping inflatable version of a cruise ship on wheels, a mobile ship that “docked” at events and pulled traffic quickly and consistently everywhere it went. The six-month traveling cruise ship tour set up at events and immersed consumers in the “cruising lifestyle.”
The national program made 30 (three days each) tour stops at such venues as golf and tennis tournaments, travel shows, and home and garden expos. The (53-foot, double-expandable) truck pulled in and expanded as it inflated to form the replica front-end of a Royal Caribbean ship. “At any event we went to, this vehicle simply stunned people,” says Snap president Abe Sorcher. “Something like this immediately breaks through all clutter as soon as it inflates.”
Inside was a 45-seat theater (itself a replica of RC’s Royal Promenade). Guests entered the exhibit and took a seat for a five-minute film that provided an overview of the brand, addressed cruising misconceptions, and gave a taste of life on the seas. Outside, a tented information area had staffers and kiosks to answer questions and premiums to encourage traffic—plus a live phone to call in reservations on. There was also a faux rock wall (like the one on RC ships) to climb and plasmas showcasing RC ads.
“The tour spread our gospel,” says Lisa Lutoff-Perlo, Royal Caribbean’s associate vp-strategic alliances. “And it fit all the elements of our brand promise.”