Welcome | View My Profile | Sign Out
MediaPost Home About MediaPost Privacy/Terms Media Kit Sitemap
Publications Home News
Online Media Daily Media Daily News Marketing Daily Mobile Marketing Daily Search Marketing Daily
Daily Feed> Email Daily Feed> Video Daily Feed> Social
Online Blogs
Online Spin Email Insider Search Insider Behavioral Insider Online Publishing Insider Mobile Insider Video Insider Gaming Insider Performance Insider Metrics Insider Social Media Insider Just An Online Minute Daily Online Examiner Raw Blog
Media Blogs
Research Brief Diane Mermigas:On Media TV Watch TV Board Magazine Rack Media Creativity Notes From the Digital Frontier Digital Outsider Mad Blog Red White and Blog
Marketing Blogs
Engage:Hispanics Engage:Kids 6-11 Engage:Moms Engage:Boomers Engage:Gen Y Engage:Teens Marketing:Green Marketing:Sports
Magazines
OMMA Magazine Media Magazine
Subscribe
Feedback Loop RSS Feeds Archives Subscribe
Feb 24 OMMA Metrics Measurement (NYC) Feb 25 OMMA Behavioral (NYC) Mar 17 OMMA Global (San Francisco) Apr 14 Search Insider Summit (FL) Apr 18 Email Insider Summit (FL) Apr 27 Outfront Conference (NYC) May 12 OMMA Mobile (NYC) May 13 Digital Out-of-Home Awards (NYC) Jun 15 OMMA Video Jun 16 OMMA Publish (NYC) Jun 17 OMMA Social (NYC)
Recently Concluded Events
Jan 26 OMMA Social (San Francisco) Jan 25 OMMA Performance (SF) Jan 12 MEDIA Agency of the Year 2009 (NYC) Jan 11 OMMA Agency of the Year 2009 (NYC) Dec 6 Email Insider Summit (Utah) Dec 2 Search Insider Summit (Utah) Nov 3 OMMA Adnets (NYC) Oct 30 OMMA Video (LA) Oct 29 OMMA Mobile (LA) Oct 29 OMMA Mobile & Video (LA)
All MediaPost/OMMA Events Event Blogging Past Event Videos
Industry Events Calendar
2010 Digital Out-of-Home Awards
2010 MEDIA Agency of the Year 2009 2010 OMMA Agency of the Year 2009 2009 Creative Media Awards 2009 OMMA Awards 2009 Digital Out-of-Home Awards 2009 Media Agency of the Year
All Awards
Employment Situations Wanted Services Offered Post a Job
Briefs Reports Online
MediaPost Directories
Mobile Insiders Group
People Finder Edit My Profile View My Profile My Contacts My Calendar
HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT
Humor
Cruising The Isles
by Karl Greenberg, Tuesday, November 24, 2009, 5:00 AM

SHARE

TOOLS

RELATED ARTICLES
TAGS:  Transportation, Entertainment, Tourism

MOST READ

Royal Caribbean International now has the largest cruise ship on Earth, the Oasis of the Seas. My first sensation after seeing shots of the oxymoronically named vessel lowering its smokestacks to squeeze under a bridge on its tiger cruise was something like admiration mixed with nausea, kind of like what I get watching the Nathan's hot dog-eating championship: "Does this represent achievement or merely excess, a show of competitive advantage or an elaborate performance art piece about consumption?"

As I watched footage of the $1.5 billion ship slip microns beneath the bridge's supporting girders, my imagination followed along. I pondered why such a vessel like this needs to actually go anywhere, as it encompasses within it a good percentage of the Earth's surface. I imagined the skipper's chagrin as the front of the vessel reaches its port of call in Nassau while the stern is still sucking mud in Port Everglades.

I have looked at the stats: the boat is so large that the Bermuda Triangle has actually disappeared into it. When they tested the on-board toilets by flushing them all at once, there was a measurable rise in regional sea levels. The boat's crew is, by itself, large enough to fill a standard cruise ship, which means the ship will have to be paired with a second vessel of standard size devoted to housing its 2,100 staff, along with a corollary staff of some 1,370 psychotherapists trained in treating post-traumatic stress disorder. The thing burns, I'm told, 10 tons of diesel fuel per hour just to run the electricity onboard, and the official literature says the ship will have to be followed by yet another vessel -- a barge -- entirely full of salad dressing for the buffet.

The behemoth is to have a central park that is, incredibly, Central Park, which will be removed to the ship with New Yorkers getting -- as a replacement -- an immense shuffle-board court designed by Donald Trump. The real Times Square will also be moved to the ship along with the New York Times (hoping for better circulation) and most of Scarsdale. Rumor has it developer Bruce Ratner is hoping to sell his New Jersey Nets to the steward, and Brooklynites, in their usual misguided idealism, are trying to sell Royal Caribbean the F train.

The ship is said to have a nascent legislature, a prime minister, Food, Drug and Cocktails Administration, and a healthy debate on immigration reform. You have to have a passport to travel from the swimming pool to the Jacuzzi.

This ship poses a marketing conundrum for Royal Caribbean that makes Chrysler's problems look like Hyundai's. Why? Because this thing is designed, clearly, for people who have no desire to experience what Melville called the universal desire to go to sea. This ship is for people whose universal desire is to go to the mall. Maybe a mall that rocks back and forth a little and offers Dramamine. No wonder the tag line is "The Nation of Why Not?"

But Weber Shandwick, the company's PR firm, should be applauded for doing a ship-shape job on publicity. Since taking delivery of the ship earlier this month, the company has had "Good Morning America" on board, for a show that featured callipygian host Melissa Rycroft bubbling that, "I love Oasis of the Seas; it's my new favorite ship." And next Monday, the company will christen the ship with not one, but seven "godmothers," including Gloria Estefan, Michelle Kwan, Jane Seymour, Daisy Fuentes and Shawn Johnson.

And kudos to RC for putting on its game face. We are guessing the company wanted to take delivery of that thing about as much as competitive eater Joey Chestnut wanted that 68th hot dog.

1 person recommends this article. 

3 comments on "Cruising The Isles"

  1. Karl Greenberg from MediaPost
    commented on: December 02, 2009 at 12:26 PM
    Thanks, now i'm hoping to get an invite

  2. Paula Lynn from Who Else Unlimited; hollywood5459@gmail.com
    commented on: November 25, 2009 at 11:53 AM
    You are so right. The waste is a disgrace.

  3. Tanya Irwin from Tanya Irwin
    commented on: November 24, 2009 at 1:03 PM
    Karl, you crack me up.

Leave a Comment

You must be signed in to comment. Sign In
KARL GREENBERG
  • Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel marketing for “Marketing Daily.” Prior to this, he was the automotive editor at “Brandweek” magazine, where he covered marketing about companies making anything with a motor. He was also Internet ad technology reporter for the short-lived “Adweek IQ.” Karl started his career covering the petrochemical commodities market for “The Chemical Market Reporter.” In his other life, Karl is a humorist, playwright, musician, actor, and somewhat guilty fan of boxing. Reach him here.


AUTHORS

ARCHIVES

Recent Marketing Daily Articles
No Logo Is Bad Logo   
When Naomi Klein wrote her book No Logo 10 years ago, I refused to waste my...
My Valentine's Day Love Letter    
Here are four things you may want to think about during this "cupid" time or anytime...
Real Brand Opportunities In A Virtual Economy    
Casual and social focused games are serious business for advertisers looking for opportunities to boost their...
It's Time Managers Free Creativity    
It can be argued that creative offerings are as incisive as brain surgery. When artfully done,...
The New Normal: It's About Value And Values    
There nothing like a recession to make marketers re-evaluate their business and their communications....
Building Online Communities For Insight, Advocacy    
At their best, online communities accelerate and deepen our social proclivities. But building a vibrant community...
Email & Social: An Online Tango Of Sorts   
Marketers need to think beyond a batch-and-blast email marketing mentality to a choreographed and integrated approach...
Hey, Go Daddy: Your Strategy is Showing    
Controversy isn't a strategy; it's an attention grabber, and it only works to a point. But...
Middle-Aged Super Bowl Showing Its Paunch    
Being turned down seems to be the best Super Bowl advertising strategy yet....
The Competition Swoops In   
Even Toyota, which pretty much set the bar in consistency and quality, has to deal with...
>> Marketing Daily Archives 
ABOUT MEDIAPOST • MASTHEAD • MEDIA KIT • RSS FEEDS • PRIVACY/TERMS & CONDITIONS
©2010 MediaPost Communications. All rights reserved.
1140 Broadway, 4th Floor, New York, NY 10001
tel. 212-204-2000, fax 212-204-2038, feedback@mediapost.com