Royal Caribbean cruised into uncharted territory today when it opened its first ever interactive cruise experience in Central London to preview the world’s newest and largest ship, Symphony of the Seas, ahead of its launch next month.
The theatrical cruise experience on dry land gives consumers an exclusive preview of the ship and is specifically designed to reach new-to-cruise audiences across the UK and Europe.
Visitors are having a ball at the Symphony of the Senses event in London
It is an industry first and taps into the growing trend of consumers who actively seek out interactive and immersive experiences.
Open to the public today and tomorrow, the event in Holborn utilises sight, sound, feel, taste and scent to bring the brand’s newest and most extraordinary ship to life through cutting-edge innovation, West-End quality inspired entertainment and magical, awe-inspiring activities.
The innovative pop-up showcase aims to inspire the “new-to-cruise” audience to consider cruising as a new option for their holidays and strategy of reaching this audience through new and innovative platforms.
Last year it was revealed that Royal Caribbean is a major driving force of industry growth by attracting new, younger audiences, as the average adult age for Royal Caribbean’s families is 42 years old – 13 years younger than the industry average for UK cruise passengers.
The family travel brand attributes this trend to the fact that it offers an onboard experience such as zip-wires and sky-diving.
Ben Bouldin, RCI’s UK and Ireland managing director, said: “The word ‘Symphony’ itself means an elaborate composition of many different elements coming together in perfect synergy. With this in mind, we wanted to create a preview of Symphony of the Seas that will bring to life the totality of the onboard experience to life in one amazing pop-up, completely interactive experience.
“As with all our new ships, Symphony will push the boundaries of what is possible when holidaying and this event promises to do exactly that… except in the middle of London!”
The experience opened with an exclusive launch in London last night attended by media and social influencers from across UK, Spain, Italy, France, Germany and the Netherlands.
Symphony of the Seas will offer guests exciting new family-friendly features including the Ultimate Family Suite, an epic glow-in-the-dark laser tag arena and Puzzle Break where teams will race against the clock to escape the submarine-themed room.
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