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Posted 11.03.2011
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One of the largest, landmark media events in shipping history. A global stage to showcase shipping innovation…

…Maersk turned to blue, the marine, energy and environment pr specialists.

BLUE played a pivotal role in designing, project managing and delivering the launch announcement for Maersk Line’s new 18,000 TEU Triple-E vessels, which will be the largest ships in the world. BLUE’s in-depth industry knowledge and access to influential stakeholder networks combined with our communications skills and wealth of media contacts enabled us to secure event attendance from the likes of the Chamber of Shipping, BIMCO and WWF as well as over 90 members of the mainstream and industry press.

The success of the event was monumental, securing coverage that reached 114 million people globally, including seven television networks, among them CNBC, BBC and Channel 4.

The story also created prominent coverage in national newspapers around the world, including The New York Times, Wall Street Journal, Financial Times, French and German nationals Le Monde and Handelsblatt, influential Chinese Business title 21st Century Business Herald, and a centre-spread in The Times, along with wall-to-wall coverage in the maritime media, and extensive online presence and social media comment.

These results led to an unprecedented article in Lloyd’s List in which Janet Porter remarked:“Maersk’s announcement was a stunning public relations success…an extraordinary affair attended by not just shipping journalists but the mainstream media including television and radio broadcasters, as well as senior industry figures.”

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