Royal Caribbean used a ten-week New York City campaign to measure how out-of-home advertising influenced brand health from awareness through booking intent. Liveboards, traditional and digital bulletins, and major spectaculars, including Penn Digital, ran from February 12 to April 28, 2024. MFour compared exposed and control audiences. Ad recall reached 56%, or 1.5 times the travel-category benchmark of 34%. Exposure increased aided brand awareness by 13% and unaided awareness by 28%. Brand affinity rose 30%, while consideration increased 23% and booking intent improved 28%. The strongest lifts appeared among Royal Caribbean’s core audience of households earning at least $75,000, demonstrating that high-impact transit and outdoor placements influenced multiple stages of the travel booking

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