Live for the Wow with JWT NY's Royal Caribbean Campaign

Royal Caribbean International has launched an extensive out-of-home takeover in Manhattan to celebrate the arrival of its newest and most technologically advanced ship, Quantum of the Seas, to New York Harbor November 10.   

The OOH work celebrates Quantum as the world’s first smartship with unmatched technological offerings and features, including: the first skydiving experience at sea, a bionic bar featuring robotic bartenders, an engineering marvel called the North Star that transports guests more than 300 feet above the ocean, new O3b wi-fi, which provides Quantum with more bandwidth than all other cruise ships combined, and more. 

The out-of-home takeover includes the line “Live for the Wow," the brand's rallying cry to experience the excitement of the unexpected, and to change the way the world vacations. 

The OOH takeover will include digital, film and poster elements with a strong focus on transit hub dominations. This includes takeovers in Grand Central and Penn Station, placements on 5,000 taxi TV screens, appearances on digital billboards on the NASDAQ and Reuters buildings, and commuter billboards near Times Square and the Holland Tunnel. 

For the launch, Royal Caribbean is also partnering with the MTA and its new subway platform WiFi service. Royal Caribbean will be the first sponsor/partner for this service, which is rolling out October 14. MTA customers will be able to join a WiFi network and after watching a brief 15 second pre-roll film about Quantum, will receive high-speed connectivity in an unexpected location -- just like onboard Quantum. 

Quantum will not only wow today’s tech savvy travelers, but also change the dynamic and state of cruising moving forward.