Case study - Silversea Silver Discoverer launch: Testimonials

SILVERSEA SILVER DISCOVERER LAUNCH

Launching the third expedition ship of the luxury cruise line

PUBLIC RELATIONS CAMPAIGN OVERVIEW

I managed the launch of the third ship in the Silversea Expedition fleet. The ship, Silver Discoverer, was due to start sailing in March 2014 and I executed a press event for the launch announcement in 2013. PR activity continued after the launch announcement and prior to the maiden voyage in 2014 which I hosted a press trip in Western Australia for.

For the first three years the ship was to be based in the Pacific in summer and South East Asia in winter, visiting remote islands as well as cruising in the Western Australia’s Kimberley region.

Based on this, I organised a media launch breakfast event at the Mahiki nightclub in Mayfair, London. It was an unusual location for a press launch given it hadn’t opened for breakfast functions before. It ensured the media were engaged from the outset and keen to attend to see what the announcement was about.

Conrad Combrink, director of expedition cruises, was in attendance for media interviews and we held a press conference in the middle of the nightclub. Media goodie bags were given away with Silver Havaiana flip flops included.

It was important to position Silversea not only as a luxury cruise line but as a leader in expedition cruises.

The key messaging delivered by Conrad made it clear that Silversea are an expedition cruise line that offers luxury – with a key thought being “why shouldn’t our customers experience luxury while exploring some of the most stunning parts of the world?”

The general manager for the UK and Ireland was also available for interview on the day to ensure there was a regional focus. We also ensured he was focused on trade media interviews on the day in additional to national media. The media coverage was significant and not limited to cruise features but wider travel pieces.

Silversea also launched new brochures for the product the same day and this was a key element for trade media which we focused on promoting.