- The agency for brand experiences is responsible for the christening show of the new cruise ship at Meyer shipyard in Papenburg
- Spectacular event with laser mapping and light show
- Exclusive concert by the star DJ David Guetta as event highlight
With a spectacular event on 31 August, the new member of the AIDA fleet was officially named. This year’s christening of AIDAnova at Meyer Shipyard in Papenburg was designed and implemented by EAST END, the agency for brand experiences, with an attention-getting, media-effective performance. The event took place during the AIDA Open Air with 25,000 guests. Highlight of the event was the performance by the famous DJ David Guetta – his only open air solo concert in Germany during 2018.
For the third time, EAST END was commissioned by AIDA Cruises under the direction of Vivica Seybold (Senior Manager Live Communication & Direct Sales) with the responsibility for the christening of an AIDA ship. The tourism company stands for a modern lifestyle, individual and unique experiences and travel enjoyment. This positioning shaped this year’s christening show just as much as the characteristics of AIDAnova herself. With her, a new generation of cruise ships are launched with the technical improvements and innovations that are already part of her name. The ship offers its passengers numerous highlights such as the activity deck, a mystery room, a beach club and a 3,500 m² large wellness area. Special features like these create a completely new vacation experience for guests. EAST END took up the fundamental idea of innovation and the claim to constantly surprise and excite in their event concept.
A modern and innovative christening awaited guests – with laser mapping, a fly board show and an elaborate light show for which 500 lamps were mounted on board of AIDAnova. The staging was crowned by the festive launch. In the light of a brilliant fireworks display, the new ship was officially named.
„Every ship christening is individual and unique and requires a suitable ceremony that excites and at the same time activates the guests”, says Oliver Golz, founder and Managing Director of EAST END. „This year, we paid special attention to the innovative and state-of-the-art characteristics of AIDAnova that we wanted to stage in a striking and emotionally gripping show. This harmonious overall picture was mirrored in the broad response from press and in social media channels.”
The strategic focus of the event concept lay in the creation of a launch staging that was attention-getting and geared towards the media. The scope was increased significantly by the media coverage of David Guetta: By means of an editorial TV story filmed during the christening evening and broadcast the next day, the artist and the concert became the „talk of the nation“. By integrating AIDAnova in the story, the range covering the launch was broadened even further.
Über AIDA Cruises:
AIDA Cruises is one of the fastest growing and commercially most successful tourism businesses in Germany. The company employs about 11,400 people from 40 countries on shore and on board AIDA ships. AIDA Cruises operates one of the world’s most state-of-the-art fleets, currently comprised of 12 cruise ships. Three new ships built at the Meyer shipyard in Papenburg (Germany) will join the fleet by 2023. With its “Green Cruising” concept, AIDA Cruises will be the first cruise company in the world that can power its new generation of ships both at sea and in port with LNG (liquid natural gas) from 2018. More information at www.aida.de.
Image rights: AIDA Cruises / Felix Gänsicke
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