Royal Caribbean Is Title Sponsor Of Super Bowl’s Halftime Show

Royal Carib-bean International (RCI) is spending a total of $10 million on the Super Bowl this year, but not on the game–it is making its big play during intermission.
The Miami-based parent company of Royal Caribbean Cruise Lines and Celebrity Cruises paid NBC $5 million to be the title sponsor of the glitzy halftime show at the Jan. 25 game. RCI will also use the prime airtime to push its $3-5 million national sweepstakes promotion.
The project is being developed by RCI’s agency, McKinney & Silver of Raleigh, N.C.
“RCI was looking for an opportunity to showcase both its Royal Caribbean and Celebrity brands,” said Don Maurer, president of Mc-Kinney. The agency contacted the National Football League and negotiated a deal for its client last fall, Maurer added.
The “Royal Caribbean International and Celebrity Cruises Super Bowl XXXII Halftime Show” will lead in with an existing Royal Caribbean television spot that has been customized for the event. The show ends with a new Celebrity commercial from Harris Drury Cohen of Miami. The ad, which represents the kickoff of a new TV and print campaign, positions Celebrity as the definitive high-end cruise.
Participants in the client’s national “Cruise for Life” promotion enter the competition through the Web site developed by McKinney’s parent company, CKS Partners of Cupertino, Calif. The grand prize is an annual cruise for two for 15 years. Half-page color print ads touting the promotion began appearing last week in USA Today. RCI officials last week said that 48,000 people had already entered the contest before the print ads began.
“We didn’t specifically try to trade off the halftime show for the promotion,” said Mark Kammerer, director of marketing for RCI. “We wanted to use the profile to focus on our own branding.”
Motown’s 40th anniversary is the focus of the halftime festivities, which will include acts like the Temptations and the Four Tops.