A spectacular launch for a revolutionary ship

Royal Caribbean’s newest ship, Anthem of the Seas® was launched on 20th April 2015. It boasts more state-of-the-art technology, world-class dining and spectacular entertainment than any other cruise ship at sea. With such a unique product launch, we knew we were going to have to do something extraordinary to make sure everyone was talking about Anthem of the Seas®.

Working both above and below the line, we created all the collateral for the launch. Everything looked fresh and contemporary, reflecting that the future of cruise holidays has just arrived.

  • Consumer campaign - including press ads and a whole host of online comms
  • Launch event collateral - as one of Royal Caribbean's most high-profile events, our team were briefed to support the event team by creating a wide range of online and printed comms, from email invitations, to menu cards, posters, and onboard signage
  • Travel trade communication - including emails, press ads, competition branding, incentives and brochures
  • Onboard support - we supported the team further when they requested that one of our designers was based onboard the ship for the first 2-day sailing, helping with ad-hoc requirements as the ship set sail
  • Port graphics - we created eye-catching signage around Southampton port that created a real buzz about the event from the moment customers arrive
  • Security video - we designed and animated a new video that was displayed in the port to help direct customers and explain the new check-in process

We wanted to create a direct mail piece for the travel trade that was as unique as the ship herself. So we created a travel guide for this hot new holiday destination; a 72 page guide book that details all the features and restaurants onboard Anthem of the Seas®, just like you'd buy if you were visiting a new city. This was very warmly received by travel agents who were keen to share it with their customers to highlight how much there is to do onboard a Royal Caribbean cruise.

The arrival of Anthem of the Seas® was big news in the UK and social media played a huge part in stirring up excitement about it. Video footage was taken of the ship’s arrival in port, its launch and all the exciting celebrations surrounding the occasion. Working quickly, we edited all the footage and made sure it was always ready on time for an eager online audience.

After months of preparation, the launch of Anthem of the Seas® was one of the biggest and best for Royal Caribbean. We certainly know how to set tongues wagging.