Royal Caribbean Cruise Lines

Royal Caribbean

Each year, while working as the Promotions Director for Urbanforce, I had the opportunity to partake in the largest party at sea. This 7-day entertainment-packed cruise hosted by the Tom Joyner Foundation delivered the ultimate cruise experience for African American cruisers. My client, Royal Caribbean, played host to the Tom Joyner Foundations’ annual Fantastic Voyage. Coined a party with a purpose, the cruise benefits Historically Black Colleges and Universities. Urbanforce (a division of the Uniworld Group) was the agency of record handling onboard promotions and activations for Royal Caribbean. Urbanforce was charged with driving cruise vacations amongst the African American segment. Throughout the trip, we would activate onboard activities that highlighted many of the ship’s features. For example, we produced book signings in the library, hosted black artists' meet-ups in the art gallery, and daily workout classes with celebrity trainers in the gym or on the track. The Tom Joyner fantastic voyage would bring a curated experience each year with concert performances every night, an All-White party with the Captain, Greet Letter Nights, and the much anticipated Brown Paper bag water gunfight.