Giant cruise line Royal Caribbean has decided to redirect some of its advertising budget. Instead of funding television commercials to showcase their brand, the cruise company has decided to channel its capital towards YouTube network AwesomenessTV.
The partnership involves two, new series for the cruise line, the first of which will debut on July 6. It will follow AwesomenessTV’s YoMuscleBoii as he explores the Caribbean, utilizing the cruise line’s various entertainment amenities.
Scripted series “Shipping Julia” will debut on August 3. The romantic, six-episode series tell a story after the fashion of Romeo and Juliet’s star-crossed love affair…but on a Royal Caribbean cruise liner.
Carol Schuster, senior vice president of Royal Caribbean’s marketing, confirmed that money from the company’s TV budget went into marketing on AwesomenessTV as told in the cruise line’s blog. The reason behind this is simple. Teenagers have the power to urge their parents to take them on a cruise.
“Teens are our sweet spot from a guest perspective,” said Schuster. “They really get the most out of our ships.”
Royal Caribbean may have been further attracted to AwesomenessTV due its acquisition by DreamWorks Animation last May. The cruise line already had a partner in DreamWorks, allowing for a more direct approach from Royal Caribbean when it came to teen-targeted marketing on Awesomeness TV.