With a goal of having 500 walks over the next year, HAL will ask passengers to make a $15 donation to walk around the boat up to 12 times to reach 5k. Each participant receives an On Deck for the Cure t-shirt and Komen "Sharing the Promise" pink ribbon wristband as well as an invitation to a pink lemonade reception following the walk. HAL hopes to raise $250,000 for Komen.
Komen is a leader in cause marketing and this is yet another example of how identifiable their "pink" branded programs have become.
On Deck for the Cure is a winner for HAL as well. It helps distinguish them from competitors, combats the image that cruise ships are decadant floating buffets and allows passengers to connect with each other--and the cruise line--in a meaningful and memorable way.