The Circle Agency helps Royal Carribean snap up musical fans

Circle Agency has been contracted by Royal Caribbean International to design and manage a new experiential installation, raising awareness of its onboard partnership with DreamWorks Animation.

The activity is taking place at the Theatre Royal Dury Lane London, home to Shrek the Musical. It will give theatre-goers the opportunity to have an exclusive photo taken which will drop them into a scene onboard a Royal Caribbean ship alongside their favourite Shrek characters. Circle-trained brand ambassadors will encourage customers to share their image directly to Facebook, or email it to themselves. Guests will also have the opportunity to enter a free prize draw to win a Mediterranean cruise for four aboard the Liberty of the Seas, find out about the family-friendly features and experiences found aboard Royal Caribbean ships and offer vouchers that provide discounts off future cruise bookings.

The campaign has been devised and created by Circle Agency and takes place during every matinee and evening performance from 27th October – 3rdNovember, capitalising on the captive half term family audience. The theatre will welcome up to 4,000 people per day during this time.

Hannah Simpson, launches & events senior executive, from Royal Caribbean International comments: “The Dreamworks partnership is now going into its third year and continues to add to our already extensive family offering onboard our ships. We wanted to highlight the various experiences available for families onboard. “An experiential approach was therefore the ideal solution, allowing us to show firsthand the kind of experience we provide and giving us the opportunity to have one-to-one conversations with our ideal customer. The activity we have created alongside Shrek the Musical highlights why a Royal Caribbean cruise is an ideal holiday choice for families and starting a dialogue with this highly targeted audience is extremely valuable.”