Pitch win: BRANDS ALIVE drops the anchor for TUI CRUISES
On 1 June 2017, the new fleet member of TUI Cruises, Mein Schiff 6, was officially christened in Hamburg Harbour. The Hamburg agency BRANDS ALIVE succeeded with their pitch and won the TUI Cruises account for the christening. The christening concept was captivated by one of the most coveted cooperation partners in the world: BRANDS ALIVE got the Elbphilharmonie on board. The cruise ship was christened directly in front of the new Hamburg concert hall. The godmother was echo winner Iveta Apkalna, who is the only virtuoso to master the organ of the Elbphilharmonie. During the impressive ceremony, the Elbphilharmonie and Mein Schiff 6 entered into interaction musically, which included a special light production. The highlight of BRANDS ALIVE: The plaza of the Elbphilharmonie and the pool deck of the Mein Schiff 6 are about the same height – 37 metres – so that a special energy surfaced between the 2000 guests on board and the 600 guests of honour on the plaza, who stood opposite each other in the intoxication of the music. Ashore, around 3,500 guests followed the spectacle in front of the Elbphilharmonie.
“A christening of a ship is a very special event for us. This gives us the opportunity to position ourselves as a brand with “emotional uniqueness” and to enter into dialogue with the target group. BRANDS ALIVE impressed us both with the Elbphilharmonie as a partner and with the very emotional strategic concept. As it appeals to all the senses, it fits in particularly well with the feel-good image of the Mein Schiff brand,” says Dr. Thomas Schmidt-Ott, Director Program TUI Cruises GmbH, explaining the decision in favour of BRANDS ALIVE.
Markus Frömming, managing partner of the Hamburg agency, on the guiding idea and the concept behind the christening: “It is part of our agency DNA to “rethink” topics and thereby focus on social significance. The Elbphilharmonie is currently the “hottest” partner one could wish for. The Konzerthaus fascinates the world and, like TUI Cruises, stands for extraordinary moments. A christening of a ship in this constellation cannot or will no longer take place in this form.
Precisely this fact has driven us. We are delighted that TUI Cruises and the Elbphilharmonie are open to realising such an idea”.