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Last week, Siren’s Celebrity Cruises team was busy as we worked with our client to deliver an exclusive ship yard tour of their new ship Celebrity Edge, in Saint-Nazaire, France for a hand-picked group of top-tier trade, consumer and cruise specialist media from the UK and Ireland. Little did they know that, while there, they would also be the first to learn that the next ship from Celebrity Cruises’ Edge Class series, Celebrity Apex, will be launched and be named in the UK in April 2020.

 

Our group included representatives from The Sunday Times, Mail Online, Sleeper Magazine, Travel Weekly, TTG and the Daily Telegraph, and fellow journalists from across Europe and the US. They were hosted on their tour of Celebrity Edge by Richard Fain, Chairman and CEO of Royal Caribbean Cruises Ltd, and Lisa Lutoff-Perlo, President and CEO of Celebrity Cruises. They were shown Edge’s Stateroom with Infinite Balcony and twin-level Edge Villas, the swimming pool deck, Eden restaurant and The Spa, and the ship’s iconic, world-first Magic Carpet cantilevered dining space which hangs over the side of the ship itself. Throughout the day, they were immersed in to the thinking behind the transformational design of the ship, and Celebrity Cruises’ signature ‘modern luxury’ reimagination of a holiday at sea.

Their tour also included a reveal of the Grand Plaza, the final signature component of the Celebrity Edge experience by Jouin Manku Studio, and the beating heart of the ship’s  design story. This immersive space will embody the heart and soul of Celebrity Edge with the aim to completely transform the way guests connect to the world at sea.

The surprise announcement about Edge’s sister ship, Celebrity Apex, represents a major commitment by the Celebrity Cruises brand to the UK market, and is the first time in a decade that Celebrity Cruises has named and operated a ship from the UK. More importantly, this will be the first time Celebrity Cruises will operate two ships from the UK’s busiest port, Southampton, as Celebrity Silhouette will also return in 2020 for its third consecutive year.

 

Two such significant announcements inevitably created a lot of buzz in our target media. Breaking across social media, the news was picked up by The Daily Telegraph Online, Travel Weekly and TTG in minutes, with local Southampton-area media also running it through the day. Coverage has continued since, meaning interest in Edge (and now Apex) remains high as we get ever closer to the official inauguration later this year.

 

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“Now’s the day and now’s the hour”

Over the past couple of weeks we’ve been pounding the streets of London, not just to meet our daily steps targets but to prep for Rabbie’s London Quote Quest.

In celebration of the small-group tours specialist’s 25th anniversary, Rabbie’s has placed famous quotes from Robert Burns in 25 locations across the capital. Anyone who spots a quote, posts a photo on social media using #Rabbies25 and tagging Rabbie’s is in with a chance of winning one of 25 tours exploring the gems of this here isle.

Rabbie’s started up in Edinburgh in 1993 as a one van operation and over the last 25 years it has grown into an award-winning tour company offering tours all over the UK and Ireland with departures from Edinburgh, Glasgow, Inverness, London, and Dublin. Earlier this year Rabbie’s was recognised in the TripAdvisor Travellers’ Choice Awards, topping the category for Top 10 Multi-Day Tours – World. Yep, best in the world! Plus, with a number of top five runners up accolades, there’s even more reason to celebrate this landmark year.

So, get your walking shoes on, get that step count up and get yourself in with a chance of bagging a free, award-winning tour experience. As Rabbie Burns himself once said, “Now’s the day and now’s the hour”.

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Our Love Your Commute campaign activity for MBNA Thames Clippers continues and the most recent fabulous on-board event saw the river bus service partnering with Vintage Books for a spot of bibliotherapy. 

 

On a grey morning, river bus passengers had access to Vintage’s experts to be paired to their perfect book from a selection of great commute reads.

 

We love a freebie as much as the next person, but the feel-good factor went beyond nabbing a new read at no cost when London’s commuters chatted to the publisher’s experts and… to each other! Londoners, on their way to work, having conversations #MindsBlown!

 

We’ll be digging into Meg Wolitzer’s The Female Persuasion courtesy of the event, but the MBNA Thames Clippers commuters had the choice of more than 10 books ranging covering many literary preferences.

The series of monthly #LoveYourCommute activities, aimed at enriching that usually dead time travelling to and from work, has also seen mindfulness mornings, brain-boosting smoothie giveaways and a photography masterclasses. We are busy planning the rest of the year’s events but in the meantime, anyone for a floating book club? 

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Once upon a time… One of our water-based clients, MBNA Thames Clippers, was looking for ways to drive passenger footfall in the off-peak, Monday to Friday between rush hour periods.

The brand, if you’re unfamiliar, offers not only one of the most incredible ways to get to and from work (just ask Stacey) but a wonderful opportunity to see the city from the unique perspective of the river.

 

Hooking onto the annual media frenzy that is World Book Day, we teamed up with Walker Books – producers of such children’s classics as ‘We’re Going on a Bear Hunt’ and ‘Maisy’s Boat’ – to create a series of ‘Tales on the Thames’ storytelling sailings.

 

Targeting the mums and dads with pre-school nippers, the sailings took place mid-morning over four Fridays in March. Boarding anywhere between London Bridge and Battersea Power Station parents could look forward to enjoying a cuppa from the on-board bar and taking in the iconic landmarks along the river while the little ones were engrossed in classic stories.

 

Now, there’s rarely a plan that goes off without a hitch and as luck would have it, the first sailing coincided with #Snowmageddon but by the end of the campaign the Tales on the Thames sailings were seeing footfall increases of more than 235 per cent.

 

As a Water Rat once said, “there is nothing – absolutely nothing – half so much worth doing as simply messing about in boats” and here at Siren Comms we certainly second that!

 

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