The christening of the new member of the Hamburg shipping company TUI Cruises‘ My Ship fleet – the “My Ship 1” – was to become an unforgettable experience, not only for the 2,500 guests on board and the 500 employees of TUI Cruises watching from the shore as part of a casual gettogether. A key task for the appointed agency Insglück consisted of generating a unique PR image for the media. To highlight the facilities‘ special features and to achieve the declared objective, Insglück developed a royal guiding idea and turned the christening into a symbolic crowning.
A spectacular industrial setting was selected for this approach: Europe’s largest reloading point, the HHLA Container Terminal at Burchardkai. The crane jibs and container bridges towering over the ship set an impressive stage for the christening – and served at the same time as the setting of an aerial acrobatics performance in the context of the christening show with its dance choreographies. For this
purpose, the 80-feet-long pool deck completely covered with LEDs became a virtual maritime world of experience. After the traditional christening by the international number one pair in beach volleyball, Kira Walkenhorst and Laura Ludwig, a finale comprising a light show and fireworks followed. The fanlike arrangement of the crane jibs and exuberant light projections and pyro effects formed the symbolic crown – and the intended impressive image.