Breaking Out to Disrupt the Cruise Industry

Opportunity
Virgin Voyages puts cruise industry on notice before their first ship sets sail
Objective
Launch brand as an industry disruptor two years before first sailing
Breakout Strategy
Create unmistakable Virgin experiences that drive distinct brand narrative, deliver headlines and generate reservation deposits
The Program
  • Put the Virgin touch on brand launch with media scramble to capture the theatrical arrival of Sir Richard Branson via helicopter through a cloud of red smoke to announce Miami as the first ship’s home port
  • Execute a custom cabaret-style performance to introduce cruise line’s new branding, name, iconography and adults-only focus
  • Highlight every milestone from ship building to exterior images with dramatic reveal events including international media, industry leaders and celebrity guests like a Boy George DJ’ed party with arrival by crane-drop