Cruises have an image problem.

News stories of sinking ships and diseases on-board haven’t helped.

Our brief: to create interest in cruses to a younger, apathetic audience.

Build 75 links from the website to travel websites.

Generate 1,000 social shares.

Drive 5,000 visits to landing page.

Our Budget: under £10,000.

Our insight: there is a disconnect between perception and reality around cruises.

The only way to convert people hostile to cruising is to get them to experience it.

But we knew they would not respond to traditional communications.

We gave them the next best thing to actually being on-board.

Delivered the most traffic ever in a day to Royal Caribbean’s website, beating their previous record by 50% with 97,842 visits.

Drove massive increase of 123% visits to the website in 2 weeks post launch.

1.5 million views of the landing page.

Catapulted Royal Caribbean to top rankings for Street View (200,000 searches a month).

Over 1,000 articles appeared in major travel and technology publications in over 37 countries.

Over 9,000 likes, shares and Tweets.

A budget of under £10,000, reached 10 million people in the UK through SEO, social and PR.

We turned cruise rejecters into cruise lovers.

In just 8 days, over 20,000 photographs were taken.

These covered every inch of the ship.

Google Street View enabled users to seamlessly tour the ship and all its features from the comfort of their chair.

This was optimised for all devices.

It showed visitors what it would really be like to be on board the ship.

All just a few clicks away from purchase.

We contacted over 2,000 journalists and bloggers to give them the story.

We released it on all of Royal Caribbean social profiles.

We optimised the landing page to rank for “Google Street View”.

People who have never been on a cruise have a negative impression of the experience.

The new, younger audience Royal Caribbean was targeting are passionate about technology.

Designed around seven unique neighbourhoods, we started thinking of the ship as a floating town.

This gave us our unlikely solution in Google Street View.

Street View is widely used by the young couples and families that we wanted to attract.

In a world first, we gave our audience a lifelike experience of Allure of the Seas by bringing Street View on-board.