Royal Caribbean’s target audience consists of existing customers, customers from other brands in the category, as well as customers who are new to the category.

The strategy behind the Quantum of the Seas launch brochure and app was to generate sales leads and bookings by influencing travel writers/editors, travel agents, existing customers and cruise aficionados.

Royal Caribbean needed to create awareness and generate bookings for its latest cruise ship, Quantum of the Seas.

Trouble was, the ship was still under construction, and its maiden voyage was more than a year away.

So how do you convince people to book a cruise on a ship that basically doesn't exist?

You create a brochure and app that lets them test drive their next vacation.

Using a smartphone or tablet along with the brochure, prospective cruisers can unlock a virtual experience that literally puts them in the middle of everything the ship has in store.

Quantum of the Seas promises to be Royal Caribbean’s most advanced, ground-breaking ship ever. So we needed to make its promotional materials as cutting-edge and innovative as the ship itself.

After all, cruise aficionados are highly engaged in the category, actively blogging about past cruises, and spending considerable amounts of time researching the latest and greatest developments happening on cruise lines.

By taking such an innovative approach to launching the Quantum, we were certain to gain the attention of both cruisers and influences from the travel media.

The results are still coming in, as it’s been only a few weeks since the brochure and app were launched.

But a simple Google search of Quantum of the Seas now turns up 4,560,000 results. That figure owes much to the impact generated among travel bloggers and cruise aficionados, who have spread the word about the Quantum through articles, blogs and social media.

Our strategy of making the innovation of the ship commensurate with the innovation of the sales materials has clearly created the buzz we had aimed for, in terms of generating talk value among the cruise category’s influences.

Quantum of the Seas promises to be Royal Caribbean’s most advanced, ground-breaking ship ever. So we needed to make its promotional materials as cutting-edge and innovative as the ship itself.

After all, cruise aficionados are highly engaged in the category, actively blogging about past cruises, and spending considerable amounts of time researching the latest and greatest developments happening on cruise lines.

By taking such an innovative approach to launching the Quantum, we were basically guaranteeing a certain level of attention amongst cruisers.

The results are still coming in, as it’s been only a few weeks since the brochure and app were launched.

But a simple Google search of Quantum of the Seas now turns up 4,560,000 results. That figure owes much to the impact generated amongst travel bloggers and cruise aficionados, who have spread the word about the Quantum through articles, blogs, and social media.

Our strategy of making the innovation of the ship commensurate with the innovation of the sales materials has clearly created the buzz we had aimed for, in terms of generating talk value amongst the cruise category’s influencers.