Epic was definitely an apt name choice for the ship we launched to the media on behalf of Norwegian Cruise Line in June. One of the world’s largest ships, Norwegian Epic had so much on board we weren’t short of media angles – it is home to the first Ice Bar at sea, the Blue Man Group, an open air pool-cum-dance floor and more than 20 restaurants and 20 bars and lounges.
So, armed with the most innovative ship at sea, we got on with our mission of creating a massive public relations buzz for the travel trade and consumers around Epic’s launch, culminating with a two-night inaugural event in Southampton. Over 2,000 guests came to the event including over 80 media we’d secured from the nationals, consumer, radio, TV and online with our travel PR team.
Guests were treated to everything from the Spiegel Tent’s Cirque Dreams and Dinner production (think acrobatics while you eat), nightclubs, breakfast with Nickelodeon characters and of course the opportunity to take a good look around the ship. And with the sun shining on us for the full two days, the pool deck, Aqua Park and outdoor big screen which played out the World Cup, became the places to be.
So, after months of planning, organisation, media sell-in and huge anticipation, the ship was launched. And as with all events, we had some challenges to contend with but the media feedback and resulting coverage have won out. Media quotes concluded that the ship ‘had more PR than an Oscar’s ceremony’ and it was billed as ‘the most anticipated ship launch of the year’ in several titles.
The figures are pretty impressive too – our big media attack started in January, and since then we’ve generated over £1million worth of print AVE for Norwegian Epic with circulation figures at over 50 million. In fact, based on readership, each UK citizen has had 2.4 opportunities to read about the ship. Plus, there’s been coverage across seven nationals with more to come, online features on Times Online and Telegraph TV, a stream of YouTube videos and TV with BBC Fast track, Reuters and a full week’s worth of coverage on Nickelodeon as host ship for their iCruise week. So while it’s been an epic few months, it’s definitely been worth the hard work.