Cruise Line Expands Web Approach

ATLANTA Royal Caribbean is using the Internet for the first time as the central element of its promotion for the launch of a new ship, the company said.

IQ Interactive, an independent shop in Atlanta, built the site, www.FreedomoftheSeas.com. Royal Caribbean’s ad agency, Havas’ Arnold in Boston, hired IQI for the project.

Arnold plans to introduce new television, print and online advertising next month to support the effort. All the advertising will direct people to www.royalcaribbean.com, which provides a link to the new site.

“The Web site is the hub of the all the marketing,” said Jay Williams, executive creative director at Arnold.

Miami-based Royal Caribbean plans to add the Freedom of the Seas ship to its fleet next June. It will be the largest cruise ship in the industry, surpassing Cunard’s Queen Mary 2, which was launched last year.

IQ Interactive launched the Web site last month but added information Wednesday about the Flowrider attraction that will be available on the ship. The Flowrider will be the first wave pool aboard a cruise ship, the company said. The Web site provides a way for potential customers to experience the attractions the ship will offer.

“We want to make the experience as amazing as the ship,” said Adam Boozer, vice president of creative at IQ Interactive.

The TV ads use computer-generated graphics to show the surf pool because the vessel is still being built. The same technology was used to create the visual effects on the Web site.

The print ads include two pullout inserts that will begin running next month in the magazines Travel Weekly and Travel Age West. Online work will include banner ads on AOL, Yahoo and CruiseCritic.com and e-mails to people listed with the cruise line.

All the work continues the “Get Out There” theme that Arnold introduced after winning the account in 2000. The campaign will continue until the ship is launched next June.

Campaign spending is undisclosed.