In 2011, Maersk Line commissioned 20 Triple-E-class ships – the largest ships ever built in terms of length and capacity. In July 2013, the Maersk Majestic was ready for delivery, PS Communication in Copenhagen was entrusted the public launch event, crowning the 400-metre super ship’s maiden voyage. An estimated 225 000 people visited the quay and exhibition during the visit of Majestic Maersk.
PS ran a comprehensive campaign aiming at creating awareness and welcoming the general public to visit the quay. TV commercials, outdoor ads, online banners, PR etc. preceded the spectacular event. 18 000 Maersk-blue balloons – one for each container the world’s largest ship can carry – were released at an official ceremony.
PS created the concept for a 12 000 m2 pop-up exhibition named “Bringing you the world”; spinning on the ship’s cargo capacity and thus the ability to bring the world closer by means of trade. Multimedia stations and a wide array of technical solutions delivered content to the people.
The exhibition has been Maersk Line’s biggest communicative success to date and changed the Danish perception of Maersk Line from one of reserved and distant to a company that is open and giving; making the exhibition not only a success in terms of marketing, but also showcasing Maersk Line’s corporate responsibility and employer branding in action.
- More than 350 media clippings.
- A dozen feature spots on TV.
- Almost 5 000 downloads and more than 1 000 unique photos uploaded to Instagram.
- 77 % more Danish Facebook fans.
- 40 % more visits to maersk.com and 139 % more hits on the Triple-E page.