Case Study - Silversea Cruises
Objective
McCluskey International was briefed by Silversea Cruises that two of its ships - Silver Whisper and Silver Cloud - would be berthed together in Southampton, making this the first time the ships were simultaneously in the UK. Silversea requested a PR strategy to generate local and travel trade coverage, increasing awareness of its latest developments and relaunch of its online training programme, Silversea Academy.
Strategy
McCluskey International collated a PR plan, including press releases, photo captions, interviews with Silversea's new Senior Vice President for UK, Europe and Asia Pacific, Steve Odell and hosting top trade, local and cruise specialist media to see both Silversea ships in Southampton. McCluskey International also worked with Endeavour TV and a photographer to shoot the two ships sailing out of Southampton together, creating a story angle for regional media and an exclusive with BBC South.
Results
McCluskey International generated regional coverage which was broadcast on BBC South's late news bulletin and covered by Southern Daily Echo newspaper. McCluskey also generated print and online coverage with the travel trade media and cruise specialists, such as Travel Weekly, Cruise International, TTG and E-tid.
