P2L PROVIDED:

• Creative Concept
• Artist + Talent (Securing + Talent Relations)
• Contest Microsite (design, hosting, data)
• Social Media Integration
• Mobile Marketing (Text-2-Win)
• Radio/Media Promotion Execution

• Partnership Marketing/Sponsor Integration
• Concert Production
• Contest Winner Fulfillment
• Legal Administration (Rules, Bonding, etc)
• All Creative Design + Development

To launch Royal Caribbean's brand new ALLURE OF THE SEAS, Pop2Life secured pop/country superstar Taylor Swift to create an "OMG No Way!" money-can't-buy experience for lucky contest winners. Over 100 of the best radio stations in the country gave listeners the chance to win one of 100 7-day cruises aboard ALLURE OF THE SEAS, including an exclusive performance by Taylor Swift. Trips were also given away via Taylor's Facebook page, official website and on royalcaribbean.com. Needless to say, this was a priceless opportunity for Royal Caribbean and a big part of Big Machine Records' promotion + marketing plan to launch Taylor's new album "Speak Now".

POP CULTURE POWER: Taylor Swift

PROMOTION DATES: October 18 - 29, 2010

EXPERIENCE PROVIDED BY: Royal Caribbean International

MEDIA PARTNER: 100 Clear Channel Pop + Country radio stations across the U.S. + ON AIR with Ryan Seacrest (syndicated on 150 stations)

EVENT DATES: January 21, 2011

MEDIA VALUE: $4.4 Million

CONSUMER ENGAGEMENT: Over 1.75MM text message entries and 25,000+ online entries