TUI Cruises / Mein Schiff 1 Naming Ceremony

Launch & PR

We turned the naming ceremony of the new no. 1 into a coronation for a unique PR shot.

The new “Mein Schiff 1” represents a new generation of ships at TUI Cruises. More space, more comfort and more sports is the motto of the new ship in the fleet that takes premium cruising to the next level. Our idea, based on this aspiration to excellence, was to crown the flagship as the “new number one”. We chose a spectacular location for the coronation and naming of this ocean giant – Europe’s largest transhipment point – the HHLA Container Terminal at Burchardkai in Hamburg. The giant crane ensemble effectively set the scene and the fan-like arrangement of the crane jibs, gigantic light projections and pyrotechnics formed a crown above the majestic cruise ship. The result was a symbolically powerful, memorable and monumental PR image that – like the cruise ship – went around the globe.