Royal Caribbean Sails With TiVo

NEW YORK Royal Caribbean International said it has signed a deal with TiVo to run a series of ads on the TiVo platform to promote the company and its destinations.

Royal Caribbean will be the first cruise line to place ads on TiVo’s platform, joining such marketers as General Motors, Coca-Cola, Universal Pictures, Nissan, Fox and Charles Schwab. Financial terms were not released.

Royal Caribbean’s 30-second spots, “Golf,” “Rock Wall” and “Pisa,” via Havas’ Arnold in Boston, will become interactive, allowing TiVo subscribers to move from a commercial to a TiVo Showcase featuring a video encouraging consumers to record a one-hour Royal Caribbean special on The Travel Channel. The program will premiere on The Travel Channel on Oct. 14.

Viewers also will be able to order information on Royal Caribbean and record two other Travel Channel programs on cruising with the line in the Caribbean and Alaska.

“This new effort allows us to share the outstanding ships and destinations as well as the unforgettable experiences Royal Caribbean offers with current and potential cruisers in an exciting new way,” Dan Hanrahan, svp of marketing and sales for Royal Caribbean International, said in a statement. “We have been consistently impressed with TiVo’s creative use of technology and their track record of offering unexpected innovations to consumers, much like our own brand.”

—Brandweek staff report