Sea vs Land

Client: Royal Caribbean Cruises


With consumer research showing many Singaporeans didn’t appreciate the value of a cruise holiday and that this was a barrier to booking, we launched the Sea vs Land campaign to help bust this myth.

Working with influencer Jemma Wei we created a content-driven challenge inviting consumers via Royal Caribbean’s Facebook page to see how many cruise activities they could do on land in one day for the same price as a day on the cruise.

The result saw cruising revealed as a true winner on value. Along the way we also had a lot of fun, engaging hundreds of thousands of Singaporeans through online video content and social engagement, and more than 20 items of media coverage in top tier media.