Celebrity Cruises - launching Edge Miami ship line
the brief_
For luxury contemporary cruise company Celebrity Cruises, Siren Comms was tasked with ringing in the launch of a new state-of-the-art ship line, creating a buzz and generating excitement with trade and travellers pre-build.
To support the brand’s big reveal event at its Innovation Lab in Miami, the brief also stipulated high-profile, on-target media attendance and delivering broad coverage to drive sales, draw attention and get people talking.
the approach_
Teasing out the most appealing story aspects of the new class of Celebrity ship for different news sectors, Siren Comms constructed and initiated an extensive media relations and digital drive, targeting premium outlets, aspirational magazines and selected national newspapers.
Named Celebrity Edge, the pioneering ship features a host of onboard innovations – including several at-sea ‘firsts’ – and a level of luxury that we knew could chime well with traditional cruise lovers and savvy travel press. We also leveraged the pull of big-name design collaborators with broader appeal – including designer Kelly Hoppen – to attract and engage potentially ‘cruise-averse’ audiences and change dated perceptions by inspiring them to take #ADifferentView.
Our digital campaign worked in tandem with a brand new film, launched exclusively with Channel 4’s portfolio of channels on TV and on demand. We created a bespoke experiential event nationwide, featuring pop-up ‘frame’ installations at iconic UK landmarks activated by key brand ambassadors, from bloggers to celebrity chefs and TV presenters, showcasing the incredible views that were captured on key influencer platforms with the tag #ADifferentView.
We then arranged an exclusive two-day press trip for just 15 key media contacts to attend the big reveal event in Miami.
the result_
The launch garnered widespread coverage and acclaim in the national press, creating column inches in print and online, from Elle Deco to The Telegraph.
Celebrity Cruises also saw a 66% increase in unique browser visits to its website celebritycruises.co.uk, and trade sales of suites aboard Edge rose six-fold against those across the entire Celebrity fleet.
Celebrity Edge continues to grab headlines ahead of its maiden voyage in late 2018.