WE MAKE BRANDS SING/ROYAL CARIBBEAN DANCING WITH THE STARS

For the launch of Royal Caribbean’s newest ship, Anthem of the Seas, we created a show-stopping integration with ABC’s perennial hit series, “Dancing With the Stars”.

We connected the brand with two “DWTS” couples to set sail on the maiden voyage of their new ship, Anthem of the Seas. Cameras captured the hoofers creating dance routines based on Anthem’s musical revue, “We Will Rock You,” and showing off its on-board amenities like skydiving, wave simulators and, of course, buffet meals.

The goal was to speak to and provide maximum exposure to the Royal Caribbean experience to the new-to-cruise demographic by linking with a broadly popular entertainment franchise.

OUR STRATEGY
Our Approach

Making Waves

The integration featured pro dancers Witney Carson and Lindsay Arnold—along with contestants Carlos PenaVega and Alek Skarlatos—taking the Anthem of the Seas’ maiden voyage and creating dance routines based on the ship’s musical revue, “We Will Rock You”. The “Dancing With the Stars” crew captured the on-board practice sessions, along with the dancers’ free-time adventures, including indoor skydiving, wave simulators, and bumper cars. The integration resulted in more than 35 million broadcast impressions, 117 million social media impressions and an 18% increase in followers on Royal Caribbean’s social platforms. Four minutes of footage from the dancers’ Anthem experience aired on “Dancing With the Stars” in the “Showstoppers” episode with two additional minutes airing during the season finale –both were paired with ship’s debut.

Results

Media coverage on multiple broadcast networks including “Entertainment Tonight” and “GMA”.

35M

Broadcast Impressions

18%

Increase in Followers