In an interview with TTG Digital, Royal Cribbean UK and Ireland managing director Stuart Leven said Royal Caribbean used social media to benefit from a rival cruise line's television show.
Princess Cruises was the star of a ITV documentary called, The Cruise Ship, and during its airiings, Royal Caribbean engaged in an intense social media strategy to target people watching the show.
Leven said Royal Caribbean hired a media agency for the four-weeks that the documentary aired to respond to every hashtag about the documentary.
Leven told TTG Digital, “During that four-week period we had 411,000 social interactions. We have seen notable bookings generated as a result of this activity.”
Leven did not disclose how many bookings resulted from the efforts.
