TUI Cruises ••
Mein Schiff 1
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, more sports is the motto of the majestic new number 1. We took this aspiration to excellence as the basis for the development of our central idea. Instead of a christening, we decided to stage a coronation. We turned a traditional ceremony with established rituals and processes into a unique, high-reach and premium-class naming event: We crowned the flagship as the "new number one".
The crown atop the ocean giant looked absolutely resplendent against an impressive backdrop – creating a unique PR image of the cruise liner that was circulated around the globe.
prevent •• naming ceremony •• event design •• light design •• show concept •• project lead & management
Using a spectacular industrial backdrop
To make our coronation idea work we needed an innovative location. And we found it in Europe’s largest transhipment point, the HHLA Container Terminal at Burchardkai. It’s both a spectacular industrial backdrop and it represents the essence of Hamburg. No cruise ship has ever been named here before. The crane jibs provide the perfect framework for a one-of-a-kind show and the gantry crane ensemble effectively sets the scene for the giant cruise ship.
