Royal Caribbean is hoping to snare some new cruisers with interactive promotions airing on TiVo that tout its new show on The Travel Channel.
The 30-second spots—Golf, Rock Wall and Pisa—allow viewers to click a button on their remote to move from the spot to a TiVo Showcase that encourages consumers to watch the special. Viewers can also order information on Royal Caribbean and record two other Travel Channel programs on cruising with the line in the Caribbean and Alaska.
The one-hour special premieres on The Travel Channel on Oct. 14 at 9 p.m. It features Samantha Brown, a Travel Channel personality, who takes a 12-night Mediterranean vacation on Royal Caribbean International’s Brilliance of the Seas.
The deal with Royal Caribbean marks the first cruise line to advertise on the TiVo platform. Other advertisers include General Motors, Coca-Cola, Universal Pictures, Nissan, Fox and Charles Schwab.
TiVo’s Showcase component is a venue for advertisers to show off branded long-and short-form video content, which can also include interactive and direct-response mechanisms.
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