The 2008 economic recession struck a major blow to cruise line bookings. In little over a month, a road-show had to be conceived, created and executed to sell enough tickets to enable Royal Caribbean not to cancel any of their upcoming cruises for the year.
In one month we had created an inflatable version of Sovereign (one of Royal Caribbean’s marquee cruise ships) and had it ready to hit the road. Inside, visitors could enjoy small re-creations of all the amusement and amenities you could find inside the real vessel. Scavenger hunts helped people get interested in the offers but most importantly; we were able to introduce the experience to a completely new audience in line with the company’s objectives. By autumn 2009, they had actually increased sales figures over the previous year.
“I thought it was a little bit crazy in the time we had but as usual Global Events came through for us. We used to rely on loyal customers and had never had the need to go out and actually look for them. It seemed too complicated at first, but it definitely was worth it.”
Chief Marketing Officer
CORPORATE EVENT AWARDS – Judges’ Choice Award – Best International Event
FIP (Latin America) – GOLD AWARD – Best Road Show
FIP (Latin America) – BRONZE AWARD – Best Travel Promotional Action