Article #13
When someone today mentions the idea of a cruise, our minds become filled with horrific images of sewage, sinking and most importantly, the unknown. The Royal Caribbean is trying to distance itself from those negative images by employing a new star studded, eight minute commercial. They are trying to create their own category of cruise lines rather than be clumped together in the generally defeated cruise business.
The company is now advertising their vegas style ship: Quantum of the Seas. However, the advertisers faced a problem when forming their original story boards because the ship itself has not been constructed yet. The brand agency discovered a great way to work around this problem. They passed along the ships digital blueprints to visual effects house, Brewster Parsons who were able to create a somewhat uncanny eight minute long advertisement of celebrities such as Kristen Chenoweth, traipsing around the ship. Chenoweth acts as the ships "fairy godmother" and in the cruise line business today, a fairy godmother might be our answer!
http://www.adweek.com/news/advertising-branding/royal-caribbean-fills-virtual-ship-celebrities-148617
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