Problem How does a cruise line increase interest and excitement for a new ship? Solution By using eye-catching OOH in a highly trafficked area. Background Royal Caribbean was launching a new ship, “Harmony of the Seas”, in the Fall 2016. To increase interest and excitement they wanted to do something large and event- ful. In addition to some large format wallscapes and unique executions on billboards throughout Miami, the cruise line decided to recreate one of the more iconic features of the new ship and build a replica “Ultimate Abyss” slide. Objective The goal was to bring Royal Caribbean to the forefront of locals throughout the Miami - Ft. Lauderdale area. The demographic that was targeted was adults 18+. The cruise line wanted create a presence in a heavily trafficked area of t

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