Balmoral was the last addition to the Fred. Olsen fleet and Bugsgang & Associates ran an intensive campaign prior to the ship’s launch to generate media interest.
The PR programme included news releases and updates about the refit, internal redesign and the proposed itineraries for the ship, culminating in a series of high profile media events. Journalists were invited to visit Balmoral in port and also to sail on a mini cruise to experience the ship at first hand.
Extensive media coverage was achieved across TV, radio, national and regional newspapers, consumer websites and trade publications. The value of this coverage exceeded £1 million and was considered an excellent return on investment by the client.