Launching the most luxurious ship in the world in Brazil

Challenge:

Silver Spirit was launched in 2010.  Our goal was to raise awareness for the launching in Brazil and call attention to the most luxurious ship in the world, among Brazilian effluents and trade.  Differentiate the luxury product from regular huge ships best known by Brazilian public.

Generate coverage in consumer media, specially lifestyle publications.

Focus on the differentials such a gastronomy (Relais & Chateaux) and its luxury image worldwide.

Strategy:

Coordinate FAM trips to trade and journalists.  Our strategy was to organise a reception to editors and trade agents in Buenos Aires inside the new ship.

Luxury trade shows participation and sales calls.

Results:
We reached up to U$ 1million in ad value to client in 2010 and 217 articles – 41 newspapers, 26 travel and lifestyle magazines and 149 in websites and blogs and 1 TV Show. 

Growth of 57.5% revenue in 2010 compared to 2009

Exposure in leading publications in Brazil, with very high ad value

 

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