- Agency for brand experiences stages the christening of the new AIDA flagship during Hamburg harbor’s birthday
- Novel and innovative lightshow accompany the classic christening
The christening of the AIDAprima, the cruise vendor’s new flagship, marked the highlight of this year’s Hamburg Harbor Birthday celebration which was attended by a record number of more than 1.6 million visitors. During a novel and innovative light show on Saturday night, the eleventh member of the AIDA fleet was named. EAST ENDe, the agency for brand experiences, created the event concept under the theme “Re- Experience Your Vacation” and was at the same time responsible for the overall implementation.
The AIDAprima’s christening ceremony began with an unseen lighting choreography. Before the eyes of over 600,000 guests lining the banks of the Elbe, the protagonist shined in amid a highly emotional 30-minute show. The design for the extraordinary light matrix with 500 state-of-the-art high performance lamps came from the prize-winning light designer, Björn Hermann, under the creative direction of Sven Sören Beyer (phase7). Three illuminated helicopters set off the initial optical spark after the young actress and godmother, Emma Schweiger, accompanied by Captain Detlef Harms officially christened the new member of the AIDA family. As a crowning conclusion, the night sky over the Elbe River was transformed by christening fireworks into a glittering sea of color. Following this, the fully occupied AIDAprima took leave of Hamburg residents and guests, setting off on a 7-day trip to Western Europe’s most beautiful cities.
For those unable to attend, various perspectives of the christening highlight were shown via live-stream to AIDA’s website and Facebook page as well as the other 10 ships in the AIDA fleet where christening events were also taking place. NDR dedicated an hour-long live program to the christening and further media partners broadcast the christening program produced by AIDA on their websites. “Millions experienced the christening of AIDAprima in Hamburg, on TV or in social networks. This overwhelming interest once again emphasizes the fascination the cruise vacations hold”, says Felix Eichhorn, President AIDA Cruises.
„Numerous ship christenings have been held in Hamburg, making it a particular challenge to create something new and as yet unseen for the AIDAprima”, explains Oliver Golz, Founder & Managing Director of EAST END. „It was hugely successful, large emotional visuals were created that visitors shared over and over via social media. The live stream and the TV broadcast contributed to the event’s enormous additional reach.”
AIDA Cruises is the main sponsor of the Hamburg harbor’s 827th birthday celebration which took place from 5-8 May 2016. Under the slogan “Re-Experience Your Vacation!”, Germany’s largest shipping company presents the diversity of vacation possibilities. Many activities took place on land and water as well as a comprehensive, nationwide media campaign accompanying the christening highlight.
About AIDA Cruises:
AIDA Cruises is one of the fastest growing and economically successful tourism companies in Germany and employs approximately 7,000 people from 40 nations – 6,000 on board and 1,000 in their offices in Rostock and Hamburg. AIDA currently operates and markets 11 cruise ships in one of the world’s most modern and environment-friendly fleets. The ships operate at the highest international quality, environmental and security standards. By 2020, the AIDA fleet will grow to 14 ships.
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