The World's Biggest Weekend℠
In general, do not include the trademark when it can be noted in the Terms and Conditions section. Otherwise, the superscript ℠ should always be present with first use.
Use title case style as shown above for display copy such as headlines, subheads, picture captions and banners. For body copy, capitals are optional, provided the line is listed among legal marks in the Terms and Conditions. Otherwise, default to title case as above with the SM included.
Examples for when trademark is mentioned in Terms and Conditions:
Stand alone: The World’s Biggest Weekend
Body Copy: Set sail for the world’s biggest weekend. [or] Set sail for The World’s Biggest Weekend.
Examples for when publication does not have Terms and Conditions:
Stand alone: The World’s Biggest Weekend℠
Body copy: …. the only ship that offers you The World’s Biggest Weekend℠.