In the fall of 2019, Royal Caribbean will relaunch their island destination CocoCay. To promote the island ahead of time we had to create an innovative and extraordinary experience in alignment with the brands core values.

Our mission was to capture the imagination of families and adventurous vacationers alike and show them how they could have the perfect day at CocoCay. A day that is all about the unexpected and unplanned moments.

To communicate this we created a full 3D representation of the island. A place to explore the resort on a smooth and optimized online experience, working across multiple platforms and devices to deliver future content and retain people's curiosity.

By placing interactive moments around the island, like riding a waterslide or watching the sunset, we created an exciting way for people to learn more about the neighborhoods and experience the future attractions.

To deliver on RCCL’s core values we had to create something innovative, unexpected and fantastical. To meet the demands of such an ambitious task we decided to recreate the full island in 3D as a platform.

The site was made responsive to work on all modern devices with mobile specifically in mind as most traffic would come through here. By using WebGL we got the power needed on mobile to serve the same high fidelity graphics as you would expect on desktop.

To recreate the island as accurate as possible we made attractions and buildings using actual architect models as a starting point. The site is rendered in real-time to give users the richest experience possible, by having high quality animations including water and weather as well as animated attractions and wildlife. Real-time rendering also enable users to navigate around the island with a real sense of freedom of exploration.

Navigation is kept as minimal and intuitive as possible. With several interactive elements to offer multiple levels of content. Users are rewarded for exploring by offering pictures, video and information about everything the island will offer.

The key experience are the moments spread around the island. These are realtime, fully interactive 3D scenes where you can experience certain attraction and areas as if you were there. Like riding North America's tallest water slide, diving in the wave pool or controlling the sunset at the overwater cabanas.

The site is served as a campaign site on RCCL’s main site to take advantage of the large amount of traffic the site already receives and will stay up beyond the launch in fall of 2019. It now serves as a platform for any future information about island and will continue to be an ever evolving site adding more content and interactions.

During the first month:

1 in 5 visits to RCCL.com went to explore the island

Over 135 k visits to the campaign site

25% of all visitors explore all the neighborhoods

Average time spent on site 3.5 min

The campaign site is going to support the launch of Perfect Day Island for another 14 months. RCCL is going to put more media behind it in June forward and plans for an uptick. Sales are expected to pick up closer to sailing in 2019 and we expect to see a dramatic lift in bookings after the summer. We are currently still in launch phase, and media will pick up in June, and again in the fall. The campaign will also be supported by a series of activation activities throughout 2018 and 19.