O, The Oprah Magazine

Setting sail with O, The Oprah Magazine

O, The Oprah Magazine
  • Holland America Line

  • Global itineraries

Challenge
Two powerhouse global brands—O, The Oprah Magazine and Holland America Line, a trusted RWS partner—were teaming up for a one-of-a-kind event at sea. Their Share the Adventure cruise would be a 7-day event featuring O-inspired activities, entertainment and presentations from Oprah herself. Even a magazine cover shoot was on the agenda. Facing an ambitious creative undertaking and a short timeline, the team needed support executing their vision—and ensuring the cruise lived up to both brands’ stellar reputations.

Strategy
Relying on our expertise in building sustainable brand partnership programs, managing celebrity talent and tackling ambitious creative challenges, we took over creative development, production management, brand management and execution of the Share the Adventure cruise.

We worked directly with O, the Oprah Magazine to bring the pages of the magazine to life in several events including a live stage fashion show, a daily yoga program and two special daytime presentations, “A Conversation with Oprah.” We even produced three photo shoots for the magazine, including the January cover shoot starring its famous founder. We also made sure the brand touched every corner of the ship, all the way down to themed food and beverages, to make the cruise a truly immersive and unforgettable experience.

Results
Share the Adventure sailed successfully into the Alaskan waters, becoming one of Holland America Line’s most successful cruises. Since then, we’ve rolled out the O-themed programs to 13 ships and have been engaged for its ongoing evolution and management. One of the themes, Adventure Of Your Life, was so successful it continues to recur across various special theme cruises.

With over 300 sailings of the themed programming to date, RWS has dramatically increased the percentage of “first to brand” guests for Holland America Line. The cruise line shows an average of 4 million impressions from each Adventure of Your Life cruise and the event hashtag generates an average of 40 million impressions every time the cruise sets sail. Additionally, RWS has become a trusted production partner to Oprah and her team at O, The Oprah Magazine.