Making it easy for media to tell the story.
When journalists are excited, an exciting story is told. For the launch of Royal Caribbean’s Quantum of the Seas, Overabove seamlessly joined a talented team charged with supporting the media throughout this monumental event. Our unique production experience and custom-built systems gave the press unprecedented access and sparked unmatched engagement.
PRESS SUPPORT OVER AND ABOVE ANYTHING OUR CLIENT HAD EVER SEEN BEFORE
In anticipation of the upcoming ship launch, we developed new ways to get media excited about the world’s first smartship, Quantum of the Seas. Using a custom-built online system, media could learn more and register for onboard press activities such as production support and immersion sessions. In the weeks leading up to launch, we created content for press members to generate stories surrounding the ship including editorial videos, multimedia press kit e-magazines and B-roll all featured on our custom-built online Royal Caribbean Press Center.
While at sea, Overabove offered complete TV and radio production support, and live TV and radio broadcast capabilities worldwide. Multimedia content including videos, infographics and fact sheets were being created in real-time and made available to the press in our online newsroom. A dedicated media mobile app made it even easier to cover the story for the media while they were onboard. The app provided personalized agendas, alerts and press materials for all 600+ attendees. In today’s world, newsrooms are faced with fewer and fewer resources. Overabove understands this and provides journalists with all the support they need so newsrooms only have to send a single team member to get dynamic coverage from a Royal Caribbean event.
During the smartship launch, Overabove employed a digital SWAT team while onboard. Social media can be powerful, when used in the right ways. Overabove amplified the natural social media buzz surrounding this PR event with a new kind of tool, the Digital Dashboard. For the launch of Quantum of the Seas, this social media wall was placed on location and online. Media members explored the world’s first smartship and shared it with their hundreds of thousands of followers. By focusing on these media power users, Overabove could encourage media to go above and beyond their normal engagement levels.
RESULTS ABOVE EXPECTATIONS
#QuantumoftheSeas was the number 2 trending hashtag
(second only to #Christmas)
Over 1 million minutes of engagement with online audiences on the Digital Dashboard
Media Outlets Supported included BBC, Fox News, Hollywood Life, The Tonight Show, Fox Sports, Telegraph Online, RTL, NY1, Gizmodo, Travel Weekly, Mashable, Travel Agent Central, Luxist, The Verge, Yahoo Travel, The Miami Herald, Canada.com, Eater, Fox News, Design Boom, ABC News, Univision and more!
2.8+ million organic video views