Gospel Music Channel Boards Royal Caribbean
Cruise Line Signs Multilayered Brand-Integration Deal with Cable Network for Gospel Dream 2008
By John Eggerton -- Broadcasting & Cable, 5/12/2008 12:36:00 PM
Royal Caribbean International cruise lines is looking to be the Coca-Cola of Gospel Music Channel's American Idol-like music contest, Gospel Dream 2008, meaning a brand that is joined at the hip to the program.
The series tracks Gospel/Christian music hopefuls as they vie for a shot at the big time.
Look for Royal Caribbean to be in lots of those shots.
Its "multilayered" brand-integration deal includes the following: Each of the five episodes will include a mention, complete with logo, that the winner receives a cruise, as well as a recording contract; when the winner of the Miami audition is announced, which is the cruise line’s home port, port video will be inserted into the show; and, of course, the winner will be presented with the cruise prize on the final, with more video of a ship.
