Royal Caribbean International thanks volunteer first responders

9 March 2020

Creative Agency: Thinkerbell

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Thinkerbell has worked with the cruise company to launch three humanitarian cruises.

In partnership with Royal Caribbean International, Thinkerbell has launched A Royal Thank You, three humanitarian cruises in support of Australia's volunteer first responder community, who worked tirelessly during the recent bushfire crisis.

Thinkerbell and Royal Caribbean are working with state-based volunteer agencies across the country, including the Rural Fire Service, to directly notify and encourage eligible volunteers to register for their complimentary cruise.

Royal Caribbean International’s newest ship, Spectrum of the Seas, made her first trip to Australia and departed from Sydney on Saturday on her first complimentary four-night coastal cruise.

Each cruise is completely dedicated to rewarding first responders and their families, with up to 12,000 volunteers expected to be hosted across the three cruises.

The entire initiative was created in 13 days and has taken a huge co-ordinated effort to make it possible.

"We are in a fortunate position to give back to the brave and dedicated members of our community and their families by inviting them to join us for a few days to relax, unwind and enjoy our hospitality," Royal Caribbean International director of marketing and PR Kathryn Valk says.

"We are also in a very fortunate position to have such a dedicated internal and agency team with Thinkerbell and Edge Promotions, working tirelessly to bring this opportunity to life and reach so many worthy recipients in such a meaningful way.”

Volunteers and their families will travel from all over Australia to sail on Spectrum of the Seas over the coming weeks, including the Barnes family from Albury, NSW who were onboard on Saturday when the first humanitarian cruise departed Sydney.

“We have 11 volunteer firefighters in our family, so we’re beyond excited to all be going on a holiday together. It’s been a tough couple of months and we’re extremely thankful to have this incredible opportunity to kick up our heels and enjoy quality time with loved ones," says Kathleen Barnes.

Royal Caribbean has partnered with Lifeline to provide individual support sessions for any guests who have been impacted by the Bushfires and need to talk through calling the Bushfire Recovery line 13HELP on 13 43 57.

“It’s not often projects of this scale happen, and to make them happen so quickly and seamlessly has been a joy," Thinkerbell managing partner Margie Reid says.

"It takes verve and some lateral thinking to redeploy such an impressive cruise ship, to say thank you to some heroic Australians who desperately need a break. Needless to say, it’s been an extremely rewarding initiative for us to be involved in.”

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