Biss Lancaster has won a lucrative international PR contract for nascent
luxury cruise company Midnight Sun Cruise Line.
The agency won the account, likely to be worth around dollars 1 million
(pounds 650,000) over two years, following a four-way pitch against Hill
and Knowlton, Paragon Communications, and Ogilvy Adams and Rinehart.
Midnight Sun, the brainchild of Norwegian entrepreneur Erik Dahl, is
aiming at the top-end of the European and American market, in
competition with firms such as Silversea Cruises and Seabourn Cruise
Biss Lancaster’s signing anticipates by just over a year the launch of
the first of Guernsey-based Midnight Sun’s three planned ships.
Biss Lancaster director Fiona Noble said the campaign, which will be led
from London with support from Biss Lancaster’s European and American
network, will capitalise on various key milestones for Midnight Sun,
‘from construction yard visits to media familiarisation to launch’.
She said: ‘Initially, we will have a more corporate emphasis, for
example, looking to exploit the concept, and the ship’s innovation and
architecture. Closer to the launch, we will be focusing on the product.’
Noble added that, in order that brand messages remain consistent, Biss
Lancaster would be working closely with Midnight Sun’s advertising
Midnight Sun project co-ordinator Doug Jones said Biss Lancaster’s
previous work for Royal Caribbean Cruise Line had been a key factor in
it winning a ‘very close’ pitch.