Atlantic Container Line
Autumn 2016. Secure media coverage and organise press call around the first Royal ship Christening on Mersey since 1960. The event saw the Princess Royal HRH Princess Anne come to Liverpool for a VIP ship naming reception of Atlantic Container Line’s newly built container vessel the Atlantic Sea. The Atlantic Sea is one of five new transatlantic combination Container/Roll‐on Roll‐off (CONRO) vessels ordered by ACL. The event was also a platform to promote the new ships coming into service.
ACL organised an afternoon VIP Christening reception at Liverpool cruise terminal with around 200 guests including the Shipping Minister John Hayes. This was followed by a large evening firework display on Liverpool’s iconic Pier Head for the ship as it moved to the centre of the River Mersey.
The company further wanted its commitment to, and investment in, Liverpool to be recognised in media coverage. The ship naming heralded a new era for ACL with five new Container/Roll‐on Roll‐off (CONRO) coming into service operating on ACL’s North America to Europe route. In addition the Christening coincided with the opening of a new purpose built European head office for ACL in Liverpool with 170 staff. It is the first purpose built shipping line headquarters to be built in Liverpool since 1920.
Polaris spent three months working on the project meeting with ACL’s managing director and marketing team as well as senior management at the cruise terminal.
We ensured the event was reported in the media, a week before the event, so the public had time to plan to attend the Christening and fireworks display. Key messages around the company’s investment and commitment to the region were communicated.
Polaris issued an operational note ahead of the event and organised for the media to attend the Christening and interview key players. A range of media attended reflecting the different audiences ACL wanted to reach. This included international media in BBC World TV, regional press in BBC Radio Merseyside, BBC North West TV, ITV Granada TV and the Liverpool Echo. International maritime trade press including Lloyds List, IHS, International Bulk Journal and Freight Business Journal also sent reporters. ITV Granada used the fireworks display as the final closing pictures of its evening bulletins.
Coverage included two full page reports in the Liverpool Echo reflecting ACL’s commitment to the city.
Polaris further provided photography for the event and organised for a film crew to document the day for ACL.