Royal Caribbean International is counting on the allure of several film and TV stars to keep the spotlight shining on the line's newest ship, the Allure of the Seas.
The cruise line recently launched a marketing promotion that uses branded entertainment as a way to attract passengers. It created Ocean Views Films, a production unit that filmed two lighthearted short movies depicting characters sailing aboard the Allure of the Seas.
Casts for the eight-minute films included James Brolin, Jenny McCarthy, Dean Cain and Amy Yasbeck.
At the films' premiere in mid-March, Royal Caribbean International CEO Adam Goldstein said the company's foray into branded entertainment will "make people think about us in a different way."
"It's in our DNA to be innovative and creative, and this is [a new opportunity] to interest consumers in what we have to offer," he said.
All of the actors turned out for the films' premiere event, which was held aboard the Allure of the Seas while passengers were boarding the ship at the Port of Miami for a six-day Western Caribbean sailing.
Several hundred of the passengers joined in the festivities in the ship's Ember Theater, offering enthusiastic applause after each of the two films were shown and as each actor was introduced on stage.
One film, called "Royal Reunion," tells the story of a multigenerational family group onboard the ship for a 40th wedding anniversary. Brolin directed and acted in the film, which starred Cain and Yasbeck as well as Caroline Lagerfelt, Chelsea Ricketts and Justin Baldoni.
The second film, called "The Allure of Love," is a romantic comedy directed by McCarthy, who also played a lead role. Other actors were Courtney Henggeler, Scott Elrod and Charles Malik Whitfield.
The movies were filmed during a revenue cruise several months ago and show the characters enjoying lots of onboard amenities, such as the spa, the dining venues and the pools.
The films can be viewed online at www.royalcaribbean.com and will be featured on Royal Caribbean's YouTube channel. The films will also be promoted through Facebook and Twitter.
"Social media is bigger than anything you can put on TV," said McCarthy, who took part in a "Twitter party" to promote the films immediately following their premiere.
Brolin praised Royal Caribbean for allowing the actors to bring their own creativity to the projects.
"It was a wonderful surprise with this project," he said. "We made suggestions and got incredible cooperation [from the line]."
Vicki Freed, senior vice president of sales and trade support and services for Royal Caribbean International, said branded entertainment is a positive step for the line.
"It's a very good way to advertise in a way that doesn't hit people over the head," she said.