Queen Mary 2, “The Making of a Legend” Program

Situational Analysis

Based on years of experience in launching high-profile travel products, M. Silver Associates was selected by Cunard Line to launch its $800 million Queen Mary 2 ocean liner in 2004. The objective of the agency's campaign was to create the highest possible profile for the ship — while also restoring Cunard's once famed reputation — through a range of high-profile activities, including publicity, promotions, product and event tie-ins and special events. The launch plan was comprised of four main elements: 1. Pre-launch media buzz and excitement; 2. Christening and maiden voyage from Southampton, England; 3. Arrival in Fort Lauderdale, Florida; and 4. First entrance into New York City.

Statement of Objectives And Goals

• Promote the construction and "unique" attributes of QM2 to generate buzz before her launch
• Promote major ship milestones and brand partners for ongoing media momentum
• Create global anticipation for her launch and christening by Her Majesty The Queen of England
• Obtain significant coverage around the maiden voyage and Fort Lauderdale arrival
• Generate major attention for QM2's arrival in New York, and historic dual-voyage departure of QM2 and QE2 across the Atlantic

Program Planning and Strategy – A Three Tiered Approach

• Held multiple press events in New York City and Fort Lauderdale to inform media of the newest QM2 announcements prior to launch — topics included Canyon Ranch SpaClub, Todd English restaurant and Wedgwood & Waterford
• Brought trade and consumer media to the shipyard in St. Nazaire, France to generate feature coverage prior to the launch
• Held preview cruises in Southampton, England, Fort Lauderdale and New York City for hundreds of media outlets
• Created and distributed VNRs on The Making of a Queen/Sea Trials, Fort Lauderdale and NYC arrivals
• Secured large feature editorials, exclusives and photo spreads timed to appear Dec 2003 – May 2004
• Negotiated a schedule of exclusive national broadcast features for christening and launch
• Secured Katie Couric's NCCRA star-studded and top celebrity charity event aboard QM2 in NYC
• Secured a national, high-profile co-op promotion with Bloomingdale's, targeting its cardholders

Results:

The launch of Queen Mary 2 was considered by many to be one of the biggest "good news" stories of 2004. From international coverage to star-studded ship events, MSA helped achieve global publicity for QM2. By staging public relations activities in Southampton, Fort Lauderdale and New York, the agency showcased the vessel to more than 400 media. Noteworthy results included multiple live broadcasts of The Today Show (NBC); Good Morning America (ABC); The Early Show (CBS); and Entertainment Tonight. Broadcast overage of QM2 for the Fort Lauderdale, Florida arrival included 1,106 hits resulting in 75,239,719 impressions across the country. The New York City arrival coverage totaled 1,798 hits and 173,825,945 national impressions.

Print coverage ran in the following: Travel + Leisure, Condé Nast Traveler, Departures, Vanity Fair, Elle, Popular Mechanics, People, Time, Newsweek, U.S. News & World Report, Town & Country Travel, In Style, US Weekly, In Touch Weekly, Star, USA Today, New York Times, Wall Street Journal, Daily News, New York Post, Palm Beach Post, Miami Herald, South Florida Sun-Sentinel, Houston Chronicle, Sacramento Bee, Indianapolis Star-Tribune, Boston Globe, National Post (Canada), and Denver Post.

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