Royal Caribbean's core demographic of retirees who loved to go on numerous cruises were not engaging with their CruiseTours brand. CruiseTours allowed passengers to explore a city with a local guide for a full day before returning to their ship to head for their next destination. The older audience had some reservations about going off in a strange place on their own, and didn't quite grasp the concept.
Because the retirees were easy to engage with in-person content, I proposed we put on a "play" where a couple would talk about their amazing CruiseTours experience including expertly Photoshopped "vacation" photos.
I wrote a 60-minute stage play, hired a NY Theater Director to cast, practice, produce and ultimately perform this convincing argument to give CruiseTours another shot.
