Cruise Line Gives Brands 'Royal' Treatment

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Improved revenue has floated Royal Caribbean’s boat this year. Can a new ship — and brand partnerships — take the cruise line’s fortunes even higher?

The line’s newest vessel, Allure of the Seas, sets sail on its maiden voyage Dec. 1 with marketers DreamWorks and Starbucks aboard.

Money’s still tight for potential cruisers, so adding “brand experiences” is one more way for big fish like Royal Caribbean to cozy up to customers.

When passengers sail with Allure, they will see Megamind in 3D — in the first movie theater of its kind on a ship — and How to Train Your Dragon on ice, among other DreamWorks productions.

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