MIAMI, Jan. 29 -- Royal Caribbean International, the official
cruise line of the PGA TOUR and the Senior PGA TOUR, will introduce unique
cross-marketing concepts this week when it once again sponsors The Royal
Caribbean Classic, the kickoff event of the Senior PGA TOUR season.

While the top players on golf's elder circuit converge on The Links at Key
Biscayne January 31-February 2 to compete for $850,000 in prize money, Royal
Caribbean will explore every opportunity to convert golf fans into cruise
vacationers. One such vacationer will be the 1997 champion, who will receive
a cruise for two anywhere in the world that Royal Caribbean sails.

Spectators will enter the golf course complex across a canopied gangway
which leads into Royal Caribbean's Destinations Pavilion where six of Royal
Caribbean's travel partners -- the Bahamas, Barcelona, Hong Kong, San Juan,
Singapore and Thailand -- will circulate information about their cities and
touring availabilities to Royal Caribbean passengers.

The Royal Caribbean Showcase pavilion adjacent to the 18th green will
highlight the diversity of Royal Caribbean cruise itineraries which include
the Caribbean, Europe, Alaska, Bermuda, the Far East and the Panama Canal.

A pair of eight-foot by six-foot images of Royal Caribbean's new class of
ships will sit in troughs of water and sand. A series of six-foot by seven-
foot images will come to life inside scenes from the various ports visited by
Royal Caribbean.

Each fan will be welcomed by greeters from the cruise line, who will provide
brochures, information and discount certificates for future cruises.
Spectators will be able to surf the Royal Caribbean site on the World Wide Web
at a computer monitor.

Royal Caribbean continues to be a pacesetter when it comes to achieving
multiple objectives from its sports marketing programs. With The Royal
Caribbean Classic, the cruise line meets marketing objectives, community
relations goals and philanthropic initiatives all at the same time.

The tournament gives Royal Caribbean the opportunity to sponsor a major
sporting event that already captures its most desired demographic group:
active adults. The marketing effort is enhanced by transplanting Royal
Caribbean flavor onto the golf course and by national television coverage of
the festivities.

Furthermore, the event is held at a showcase facility in the heart of Royal
Caribbean's hometown city and the cruise line is able to donate a significant
percentage of the proceeds to major charities in the area. Royal Caribbean
surpassed $1 million in cumulative charitable contributions at the 1996
tournament.

"As we enter our eighth year as sponsor of The Royal Caribbean Classic, the
tournament remains one of our more visible marketing programs," said Adam
Goldstein, Royal Caribbean's vice president of marketing and the general
chairman of the Royal Caribbean Classic. "Our title sponsorship has been a
winner for Royal Caribbean, the South Florida community and our numerous
beneficiaries."

Part of Royal Caribbean's relationship with golf is its Golf Ahoy! vacation
package, a ticket to a tropical tee-off. Golfers can take cruises and play the
finest courses in the Caribbean, Bermuda, Mexico, and the Bahamas. All
arrangements are made by the cruise line, including transportation to and from
the ship and the course.

In 1995, Royal Caribbean added an exclamation point to its involvement in
golf. The 1,804-passenger Legend of the Seas was built with the world's first
floating 18-hole miniature golf course on the top deck. The Splendour of the
Seas, introduced in 1996, also has an on-board miniature course.

The miniature courses stretch over 6,000 square feet on the outdoor deck
above the ship's spa and fitness center. It is bordered by rough to duplicate
the actual shore side golf experience. The 18 holes range in size from 155 to
230 square feet. There are trees, sand traps, water hazards, bridges, flowers,
heather, a clubhouse, halogen lights for nighttime play and a retractable
glass dome to protect players from bad weather.

Royal Caribbean is one of the world's largest cruise lines, operating 11
modern ships with a total capacity of 18,774 passengers. In 1997 and 1998,
the company will introduce the last three of its six Vision-class ships,
adding new capacity of 5,950 passengers. In 1999, Royal Caribbean will
introduce the first of its 3,100-passenger Eagle-class ships. This year, the
award-winning fleet offers passengers 54 different itineraries and 134
destinations and attractions in Alaska, the Bahamas, Bermuda, the Caribbean,
Europe, the Far East, Hawaii, Mexico, Panama Canal, Russia and Scandinavia.
For additional information about Royal Caribbean, visit the line's Internet
site on the World Wide Web at <http://www.royalcaribbean.com>.