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.