PR & Communications
Saga Cruises Ltd - March 2020
I led the PR and communications programme supporting the launch of two new luxury cruise ships. The project aimed to maximise media coverage, engage employees across the business, and keep customers informed and excited about the new ships. It combined external PR activity, internal communications, and customer-facing content to create a cohesive narrative around the launch.
Deliverables
Development and execution of a comprehensive PR strategy targeting national and trade publications.
Creation of internal communications campaigns to engage employees and build excitement across the company.
Production of a monthly customer-facing video blog series, covering topics such as interior design, food and drink, and other ship features.
Organisation of key press events, including the keel laying ceremony marking the official start of the build, a live music event with Jools Holland to reveal an exclusive collaboration, and a reception for the ships’ arrival in the UK.
Coordination with marketing, operations, and executive teams to ensure consistent messaging.
Measurement and reporting on PR coverage and internal engagement metrics.
Challenges
Generating maximum media coverage in a competitive luxury travel market.
- Overcame by targeting key national and trade outlets with compelling stories and coordinating media visits.
Ensuring a steady stream of news to maintain public and customer interest.
- Addressed by maintaining strong relationships and regular communication with the build team to source updates and content.
Engaging employees across multiple business units with differing priorities.
- Achieved through tailored internal campaigns, regular updates, and interactive engagement initiatives.
Keeping customers informed while maintaining excitement and anticipation.
- Delivered via a structured monthly video blog series, each highlighting a different aspect of the ships to tease onboard experiences.
Coordinating messaging across external, internal, and customer channels.
- Resolved by centralising communication plans and regular cross-departmental alignment meetings.
Achievements
Secured extensive PR coverage in both national and trade publications, enhancing brand visibility and reputation.
Engaged employees across the organisation, building excitement and alignment ahead of ship launches.
Delivered a successful monthly video blog series, keeping customers informed and excited, while driving anticipation for onboard experiences.
Organised high-profile press events, including the keel laying ceremony, follow-up shipyard visits, and the celebratory event marking the ships’ arrival in the UK.
Strengthened collaboration between marketing, PR, and operational teams to ensure consistent and impactful messaging.
Created a scalable communications framework that can be used for future ship launches and other high-profile projects.