Founded in 1968, Royal Caribbean sails to more than 288 destinations in 77 countries and demonstrates a legacy of innovation. The company recently launched its newest ship, Harmony of the Seas, which features robotic bartenders, a zip line and the tallest slide at sea.
The company wanted to increase awareness of its new ship, Harmony of the Seas, especially among people who may have never cruised before, boost engagement and encourage people to enter its sweepstakes for the chance to win a free cruise.
To boost awareness and generate excitement about the new ship’s launch, Royal Caribbean worked with R/GA and MediaHub to develop a Canvas that paired amazing stats about the ship’s size, staff and amenities with beautiful panoramic images and exciting video clips. People could scroll through the Canvas and experience everything from the ship’s 10-story water slide to its robotic bartenders, luxurious suites and breathtaking views.
The opening screen encouraged people to scroll through the Canvas and enter a sweepstakes for their chance to win a free cruise on board the largest ship in the world. The final screen of the Canvas showed an access code and link to enter the sweepstakes.
To ensure it reached the right people, Royal Caribbean employed a phased targeting strategy for its ongoing campaign. The brand first reached people aged 18–54 with interests in travel and travel apps, cruise lines, travel inspiration and wanderlust. It then built a lookalike audience based on the people who had engaged with the Canvas. This approach helped it efficiently reach a qualified audience.
Finally, the company used Ads Manager, as well as third-party tools like DoubleClick and Omniture, to measure the results of the mobile ad campaign.