Royal Caribbean has officially launched the first ever interactive, theatrical cruise experience on dry land to give consumers an exclusive preview of Symphony of Seas ahead of its launch in March 2018.

Specifically designed to reach new-to-cruise audiences across UK and EMEA markets, the event is an industry first and taps into the growing trend of consumers who actively seek out interactive and immersive experiences.

Located in Holborn, London, and open to the public on February 2nd-3rd, Royal Caribbean’s Symphony of the Senses event utilises sight, sound, feel, taste and scent to bring the brand’s newest and most extraordinary ship – and the essence of a Royal Caribbean holiday – to life through cutting-edge innovation, West-End quality inspired entertainment and magical, awe-inspiring activities.

The innovative pop-up showcases Royal Caribbean’s commitment to inspiring the ‘new-to-cruise’ audience to consider cruise as a new option for their holidays and strategy of reaching this audience through new and innovative platforms.

The family travel brand attributes this trend to the fact that it offers an onboard experience unlike any other, from zip-wires and sky-diving to world-class dining and health and wellbeing facilities; Royal Caribbean offers extraordinary holidays for all the family.

The experience opened with an exclusive launch in London last night attended by media and social influencers from across UK, Spain, Italy, France, Germany and the Netherlands, driving awareness of the incredible new ship across multiple markets in Europe and reaching an extended new-to-cruise audience across the region via social and online channels.

It’s anticipated over 400 members of the public will pass through the event in two days.