Shrek to Sail With RCI

In what Royal Caribbean International president and CEO Adam Goldstein said will result in “the ship of 2010,” RCI announced a new partnership with DreamWorks Animation SKG, Inc. that will launch in 2010 aboard the Allure of the Seas. Through the new agreement guests on select RCI ships will have the chance to interact with 22 DreamWorks movie characters, including Shrek, Donkey, the Kung Fu Panda and more.

“DreamWorks has gone to many places… we’re now very happy to be going out to sea,” said Jeffrey Katzenberg, CEO of DreamWorks Animation, during the recent announcement.

“We are leveraging two of the most innovative brands,” for this partnership, Goldstein said. “And the payoff will be an even better guest experience.”

TheDreamWorks Experience will be unveiled in December 2010 onboard the Allure of the Seas, the will quickly be rolled out to Oasis of the Seas, Freedom of the Seas and Liberty of the Seas.

DreamWorks Animation-themed activities and amenities will be incorporated into Royal Caribbean’s entertainment programs including the ice-show, AquaTheater, and Adventure Ocean children’s program. Additionally, passengers will have the chance to inter-mingle with characters at character breakfasts, parades and photo sessions.

Though specific details are still being worked out, Vicki Freed senior vice president of sales, said she anticipates three character breakfasts will be offered during the seven day sailings, each capable of hosting some 1,000 people. Guests will be encouraged to make reservations but can attend as many of the breakfasts as they like.

Also, the main theater on each of the four ships will be equipped with 3D screens and projects so that DreamWorks animated films can be shown in 3D. Stateroom entertainment systems will feature a dedicated DreamWorks station TV station, and the onboard gift shop will sell DreamWorks merchandise.

According to Goldstein the DreamWorks movies and characters appeal to a broad range of ages, and he said he expects adults will be just as thrilled to meet Shrek as kids.

“In the end that the customers of each of our companies will be happy… is very fulfilling,” he told Katzenberg.

All DreamWorks Animation-themed programs will be available on the four ships 52 weeks a year, and all will be free to guests.

“We don’t like to nickel and dime people on board our ships,” Freed said, adding the DreamWorks activities are a value add for guests.

Goldstein agreed. “This partnership is an opportunity for agents to say something that is unusual – that is the Royal Caribbean ticket price has extra value.”

Royal Caribbean will soon begin airing commercials advertising the RCI/DreamWorks partnership. Commercials feature characters from Shrek, Kung Fu Panda and Madagasgar participating in onboard activities.

Collateral will also be made available to agents to help them promote DreamWorks sailings, Freed said.