Emerald Cruises - launching a superyacht

the brief_

For the multi-award winning cruise company Emerald Waterways, Siren Comms was tasked with announcing a huge move for the company– by launching its first custom-built 100 guests coastal superyacht, Emerald Azzurra on February 1st. This was coupled with the launch of the newly formed Emerald Yacht Cruises brand, under the umbrella of Emerald Cruises.

The brief was to generate awareness and excitement for the brand’s big global reveal, targeting key nationals, cruise, travel and lifestyle titles to reach coverage in the weekend papers and beyond. The announcement of Emerald Azzurra was also in line with bookings going live, and therefore aiming to draw attention to the website and drive sales.

the approach_

Our team put together a strategic and focused plan for targeting key travel and cruise titles, positioning the news as not only an announcement for Emerald Azzurra, but an overall business update.

We gained a significant amount of coverage across the launch weekend, valuable features included exclusive interviews with key national media and senior members of the Emerald Cruises team. We pitched the story to every newsdesk ahead of the embargo to ensure coverage was achieved in both national and regional titles. The global announcement took place in Australia, Siren ensured the embargo and strict timings were abided by, relying on strong media relations to uphold this from the UK market.

the result_

Following the strategic media liaison, Siren Comms secured over 35 pieces of coverage on the launch of Emerald Azzurra, Emerald Yacht Cruises and the overall company name change to Emerald Cruises. Titles included Conde Nast Traveller, The Daily Telegraph, Daily Express, Daily Mail, Daily Mirror, Cruise International, Cruise Critic and Luxurious Magazine.

Full paged articles on The Telegraph and Daily Mirror contributed to a total reach in excess of over 8 million.