Turner already has several Cartoon Network-branded theme parks, water parks and restaurants around the world – and even some planes and trains – but this is the first time that a cruise ship is getting the Cartoon Network treatment.
According to The Straits Times, the ship’s theme will be inspired by characters such as Ben 10, the Powerpuff Girls and Adventure Time, and will offer entertainment and retail options to its 2,000 passengers in addition to its 11 restaurants and bars.
Cartoon Network Wave is expected to make its maiden voyage from its base in Singapore in late 2018 and will sail to 13 destinations in the Asia Pacific region, including Australia, China, Japan, Malaysia, South Korea and Thailand.
Commenting on the bold branding initiative, Ricky Ow, President of Turner Asia Pacific, said: “Turner is always looking at new ways to bring our characters to life, and Cartoon Network Wave will be their home on the high seas.
“The ship has remarkable potential to offer our existing fans a truly unique immersive experience, as well as create new ones. We couldn’t be more excited by the partnership with Oceanic Group in jointly creating a world first.”
Meanwhile, a Turner spokesperson told Marketing that Cartoon Network Wave is a manifestation of the company’s 360 strategy for all its brands and channels, allowing fans to engage with their favourite characters in real-life.
“With a strong cult following in various markets around the region, the strength of the partnership lies in the fact that it will not only enhance Cartoon Network’s visibility and engagement among consumers, but also put Oceanic Group and Singapore firmly on the tourist map,” the spokesperson said.
Sourced from The Straits Times, Marketing; additional content by WARC staff