To celebrate the TUI Discovery ship’s inaugural sail, Thomson wanted to create an unforgettable on-board launch moment for VIPs, key stakeholders, sales people and media. The only thing was, the Discovery is smaller than its competitors, offering less on-board entertainment.
The ship has something bigger ships don’t: the ability to dock in smaller ports, letting its passengers discover cultural gems in far-flung corners of the world.
To emphasise this major unique selling point, we decided to bring these places on board. We called the campaign #allonboard.
An astute concept, plus the scale, colour and excitement of the event seized media attention and secured coverage in all major UK publications. We created a launch film hosted on social media channels that amassed 73,194 unique views. In total the campaign reached an astounding 13 million people.