To promote its onboard partnership with DreamWorks Animation, Royal Caribbean International has contracted Circle Agency to design and manage a new experiential installation.
Taking place at the home of Shrek the Musical, Theatre Royal, Dury Lane, London theatre-goers will be given the chance to have an exclusive photo taken which will drop them into a scene onboard a Royal Caribbean ship.
Circle-trained brand ambassadors will also be on hand to encourage customers to share their image via Facebook, or email it to themselves. Participants will be given the chance to enter a free prize draw to win a Mediterranean cruise for four aboard the Liberty of the Seas.
To capitalise on the half-term audience the campaign is scheduled to run during every matinee and evening performance until Monday 3 November.
Hannah Simpson, launches and events senior executive from Royal Caribbean International, commented: “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.
“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.”