How does the largest cruise ship in the history of the world set sail into the public imagination? By going BIG and telling the story of the five-year innovation journey that Royal Caribbean undertook to make Icon of the Seas a reality.
- Royal Caribbean Headquarters, Miami
- Announcing the Sale of Tickets for Icon of the Seas
- One Day Only
- Travel Media & Influencers
Years of Innovation History
Tons (Weight of Icon)
Dimensional Projection Experience
Ice Cream Backpack
We brought press and travel influencers from around the world to Royal’s headquarters in Miami for a one-day special event.
We remade their offices, labs and studios into an immersive journey that shared the story of not only how Icon was made, but of how Royal Caribbean innovates in everything they do – from sustainable energy, to boarding procedures, to water slides, to the smallest knob on an ice-cream dispenser.
Guests could see, hear, taste and feel how Royal’s teams constantly collaborate to deliver the greatest vacations in the world – with Icon of the Seas shining as a pinnacle of 50 years of innovation.
The result was widespread coverage in travel and lifestyle media, with publications like Travel & Leisure calling Icon of the Seas “the end all, be all of family fun.”