Saga was launching its first ever new cruise ship the Spirit of Discovery. They wanted a world class naming ceremony and a PR campaign with global reach. But this was more than launching a cruise ship. It was about reimagining the image of cruising and establishing Saga as a boutique cruise operator.
Our creative concept had to capture the imagination of 500 guests and the media, so we created a Great British Garden party at The Port of Dover. A real grass lawn was laid, afternoon tea was served, a marching Royal Marine band played, 74 Welshmen sang and the traditional bottle smash was conducted by the ships God Mother the Duchess of Cornwall, patron of Silverline, a charity supported by Saga.
The naming ceremony was featured in almost 900 print, online and broadcast media outlets and was supported by a social media campaign.