Cartoon Network has created its own fully-branded ship, in partnership with cruise management company Oceania Group and Turner. The boat is set to make its maiden voyage from Singapore in late 2018.
In a statement to Marketing, a spokesperson for Turner said the partnership, which is exclusive for the Asia Pacific region, will require an investment in excess of US$100 million. The spokesperson added that Turner is invested in a 360 strategy for all its brands and channels, comprising various touch-points across platforms such as TV, online, social media, cafes and amusement parks.
Cartoon Network Wave is a manifestation of the 360 strategy that enables fans to engage with their favourite characters in real-life, the spokesperson said. Turner chose to partner with Oceanic Group as both companies shared a passion and vision of creating a unique immersive experience.
"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.
According to the spokesperson, Turner and Oceanic Group are working on marketing plans to support Cartoon Network Wave, and will also be leveraging the strength of Turner's network across the region.
The theming and entire onboard experience of Cartoon Network Wave is inspired by Cartoon Network’s universe of well-loved characters from iconic shows such as Adventure Time, Ben 10, The Powerpuff Girls and We Bare Bears. This includes a variety of diverse entertainment, activity and recreation features, as well as retail and food and beverage options.
The cruise ship will be docked at the Singapore Cruise Centre and will sail to 13 popular destinations in the Asia Pacific region including Singapore, Malaysia, Thailand, China, Taiwan, South Korea, Australia and Japan. Dates and itineraries for its routes around Asia Pacific will be announced in the coming months.
Turner currently also has a location-based entertainment team including Cartoon Network-branded restaurants, theme parks, waterparks around the world – and even planes and trains – this is the first time anywhere that a cruise liner has undergone a full Cartoon Network transformation.