Giving Princess Cruises’ newest
flagship vessel the royal treatment.
In 2013, Princess Cruises launched its newest and most innovative ship to date, the Royal Princess. In preparation for her christening/naming ceremony, the brand engaged Citizen Relations to execute a two-prong approach to secure mass media awareness for Princess Cruises and Royal Princess in the U.S. and Canada.
The first media pulse took place in April when it was announced worldwide that Kate Middleton, The Duchess of Cambridge would serve as the ship’s Godmother at the christening. On June 13, the Duchess, officially named Royal Princess and led the longtime maritime tradition of breaking a champagne bottle on the bow of the ship. While the world’s media watched The Duchess perform one of her last Royal duties before going on maternity leave, Citizen Relations employed a series of strategic activities to ensure Princess Cruises and Royal Princess received positive inclusion in resulting coverage.
The team leveraged Palace-approved press release, images and brand spokesperson quote to secure positive and generous global coverage for the brand. We then conducted outreach to targeted U.S. and Canadian media outlets with custom pitches and special offers. Our team coordinated ceremony attendance for correspondents from People, Us Weekly and OK! Magazine. In the days leading up to the event, the Citizen team prepped real-time event assets from the ceremony, including livestream video, press release and fact sheet, b-roll and still images of the ceremony and The Duchess’ tour and Princess Cruises spokesperson interviews.
To reach local media in key cruising markets and national targets not travelling to Southampton, Citizen also developed and coordinated delivery of custom “Royal Princess Christening-in-a-Box” media kits, featuring Princess Cruises-branded champagne flutes, Moet Imperial champagne, a tiara and press materials, resulting in extensive North American wide coverage including features on the top-rated morning shows, Today, Good Morning America and Canada AM.