Case study: Royal Caribbean
Building positive local sentiment
Background
Royal Caribbean was launched in 1969 and is currently the world’s second-largest cruise liner operator. The company has debuted countless industry firsts, such as rock climbing, ice staking and surfing at sea, to expand its luxury appeal, and sails to some of the world’s most popular destinations.
Brief
Liz Lean PR was appointed by Royal Caribbean International to manage the firm’s stakeholder and community engagement project in Southampton off the back of relationship and reputation issues among regional media in the county.
We were tasked with changing and improving public sentiment and community buy-in.
Results
Through a strategic programme of stakeholder and media activity, LLPR quickly began to gain momentum. A big win was the celebration of the return of the Independence of the Seas to Southampton in local media, and an increase in positive public sentiment from communities.
In six months alone, LLPR achieved 135 pieces of positive print and online coverage with a reach of 19,656,518 across the south
This included two extended articles about the Independence of the Seas shakedown cruise.
Broadcast coverage achieved on BBC South Today by Paul Clifton touring Independence of the Seas.
Extensive coverage achieved of the Independence of the Seas shakedown cruise across local radio networks.
stakeholder engagement
social media
