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After four-years in the planning, the most anticipated cruise ship of the year, Celebrity Edge, set sail on her maiden voyage in November and we were lucky enough to be on board, not just once, but twice.

To amplify the launch we hosted two press trips, one on the first sailing and, a week later, one for the naming ceremony, with journalists from across the spectrum: trade, national newspapers, luxury consumer publication, bloggers and influencers. The brief was to attract new-to-cruise media to showcase the benefits of a luxury cruise holiday. Siren’s expertise and contacts from our luxury lifestyle clients helped us to secure attendees and coverage from publications that had never attended a Celebrity Cruises ship launch including Tatler, Vanity Fair, Forbes and the FT.

The response from the press has been pretty unanimous, Edge is unlike any ship that has come before and is transforming the cruise and wider travel industry, not just challenging misconceptions about holidays at sea, but demolishing them in whirl of Michelin quality menus, Kelly Hoppen designed rooms and contemporary entertainment found nowhere else at sea. By far the high-point was the naming ceremony where the ship’s godmother, Nobel Prize winner Malala Yousafzai, officially launched Celebrity Edge.

The coverage achieved for our client, Celebrity Cruises, has exceeded our wildest expectations, but then so has Edge – she is a ship like no other we’ve set foot on and one we’re itching to board again in May 2019 when she sails to the Mediterranean via Southampton.

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One pinch me moment after another’ pretty much sums up what it has been like for the Siren team to deliver the PR launch campaign of new cruise ship Celebrity Edge for our client Celebrity Cruises.

And that was just one of the headlines around this spectacular ship thanks to hard work of team Siren.

We are pretty proud of ourselves to deliver media coverage that referred to Celebrity Edge as “the design-led liner”, “nothing short of revolutionary”, “ultra-stylish” and “utterly outstanding”. Frankly we couldn’t have written it better ourselves.

PR for major launches and events doesn’t faze our team. In fact when it comes to launching cruise ships, we have delivered them in nearly double figures. And we’ve calmly steered all kinds of clients through new openings, global press announcements and much much more. But when you are charged with blanket UK media coverage, and the ship showcase will only take place 4,000 miles away across the Atlantic in Florida, it is a bit of challenge.

For Celebrity Edge, the approach was hype, hype and more hype. This was also a PR campaign with one of the longest lead times we’ve ever seen and it carried a real risk of losing momentum and fizzling out long before the ship even launched. Plus, the world and their wife has launched a new ship in 2018 and competition for interest, let alone column inches, was stiff.

But the hype and clear-minded focus on what we collectively wanted to achieve alongside Celebrity Cruises, ensured that our invite list sold itself. Media clambered for the handful of spaces on-board, and when even the Financial Times recognises that “journalists on board are correspondents for Vanity Fair and Tatler, magazines that wouldn’t normally look at a big ship” you know you’re doing something right.

Of course it goes without saying that Celebrity Edge itself did a huge amount of the heavy lifting in exceeding expectations. Celebrity Cruises truly has launched a game-changing ship and it has been an honour to be the PR team to bring this to life. But as anyone in communications knows, great products don’t entirely sell themselves – they need the careful nudge of an award-winning PR team to ensure the media reaction does them justice.

Don’t just take our word for it, take a look here to see more on Celebrity Edge.

And if you want to tap into the PR launch brains at Siren to ensure your brand gets the media attention it deserves, get in touch with the PR agency at the heart of telling the story of Celebrity Edge here.

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