Royal Caribbean's ultimate gambit /

Three years after a worldwide pandemic took smaller cruise lines out of business, cruise company Royal Caribbean has bounced back with a splash: the company's Serenade of the Seas departed on a long-term, nine-month world cruise in late December 2023. The scope and duration of the cruise is som...

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Bibliographic Details
Main Author:	Lawrence, Kelsey (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	Sage business cases.
Subjects:	Marketing > Case studies. Product management > Case studies. Tourism > Marketing. Marketing > Études de cas. Produits commerciaux > Gestion > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Three years after a worldwide pandemic took smaller cruise lines out of business, cruise company Royal Caribbean has bounced back with a splash: the company's Serenade of the Seas departed on a long-term, nine-month world cruise in late December 2023. The scope and duration of the cruise is something of a novelty and could have been a risky gambit for the company, were it not for TikTok, where the hashtag #UltimateWorldCruise has put the cruise (and its passengers, who count among them a trove of social media influencers) at the top of the app's algorithm. This case explores and asks students to discuss this opportunity for Royal Caribbean's publicity and marketing strategies.
Physical Description:	1 online resource.
ISBN:	9781071954843 1071954849