Oceania Cruises is the world’s leading culinary- and destination-focused cruise line. Recently, the company announced its largest investment ever – a $100 million series of fleetwide experience-enhancement initiatives under a brand announcement umbrella titled OceaniaNEXT. OceaniaNEXT includes the full renovation of the Regatta, Insignia, Sirena and Nautica, which will result in “four better-than-new ships.” This news about the most extensive and comprehensive suite of product and guest service upgrades that the line has ever undertaken had to be communicated to media and consumers alike in a strategic and impactful fashion.
For the launch, we developed a multimedia news release that was put over the wire. In addition to embedding still renderings, we wanted to more visually tell the story of these dramatic “stripped to the studs” changes that were coming to the R-Class ships during their dry dock renovations. We worked with our creative team to cut a series of short videos to share with media and on social media channels. These included interviews with the design team to get finite details about the upgrade and an interview with Bob Binder, the President and CEO, to express his vision and what this OceaniaNEXT initiative meant to the brand.
To ensure a big feature on announcement day, we offered an exclusive opportunity to Condé Nast Traveler to break the news, which resulted in a beautiful multipage spread on the day of the announcement.
The media relations strategy was incredibly successful, with an immediate return of 505 placements and over 529 million reach in circulation and UVPM in an array of targeted consumer and trade publications, including Condé Nast Traveler, Forbes, Cruise Critic, Elite Traveler, Travel Weekly and more.
With the OceaniaNEXT story in motion, the announcement of the new Owner’s Suites furnished exclusively with Ralph Lauren Home was just as impressive as another news-breaking article with Condé Nast Traveler in addition to millions more impressions to which the client said, “I think you just NJF-NEXTed yourselves and raised the bar!”