TITLE

Royal Caribbean 'crew' touts huge new Voyager

AUTHOR(S)
Gardyn, Rebecca
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p10
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the multimedia campaign launched by Royal Caribbean International to introduce its cruise line Voyager of the Seas on August 2, 1999. The vessel is touted as the most activity-intensity cruise ship afloat. Agency McKinney & Silver of Raleigh, North Carolina, has assembled a group of eight recurring characters each representing an activity to be found on board. Voyager is a virtual floating city, complete with an ice-skating rink, rock-climbing wall, full-size basketball court, television studio, theater, wedding chapel, nine-hole golf course and an upscale shopping promenade. The advertising campaigns is just as diverse. It includes print, outdoor, interactive and event virtual-reality elements.
ACCESSION #
2109350

 

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