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Royal Caribbean opens interactive cruise experience to showcase new ship
Royal Caribbean International has launched the first interactive, theatrical cruise experience on dry land to give consumers an exclusive preview of Symphony of Seas ahead of its launch in March 2018.
Specifically designed to reach new-to-cruise audiences across UK and EMEA markets, the event is an industry first and taps into the growing trend of consumers who actively seek out interactive and immersive experiences.
Located in Holborn, London, and open to the public today and tomorrow (Friday February 2 and Saturday February 3) January, Royal Caribbean’s Symphony of the Senses event uses sight, sound, feel, taste and scent to bring the brand’s newest ship to life.
The innovative pop-up is aimed at inspiring the ‘new-to-cruise’ audience to consider cruise as a new option for their holidays and strategy of reaching this audience through new and innovative platforms.
Royal Caribbean associate vice president and managing director UK and Ireland Ben Bouldin said: "The word ‘symphony’ itself means an elaborate composition of many different elements coming together in perfect synergy.
"With this in mind, we wanted to create a preview of Symphony of the Seas – our most extraordinary ship to date – that will bring to life the totality of the onboard experience to life in one amazing pop-up, completely interactive experience.
"As with all our new ships, Symphony will push the boundaries of what is possible when holidaying and this event promises to do exactly that… except in the middle of London!"
The experience opened with an exclusive launch in London last night attended by media and social influencers from across UK, Spain, Italy, France, Germany and the Netherlands, driving awareness of the incredible new ship across multiple markets in Europe and reaching an extended new-to-cruise audience across the region via social and online channels.
It’s anticipated over 400 members of the public will pass through the event in two days.
All attendees will be encouraged to post a photo gallery of experiences on social media, tagging Royal Caribbean UK using @MyRoyalUK and #MySymphony in order to be entered into a competition to win a family holiday onboard Symphony of the Seas.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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