NEWS: Biss Lancaster cruises to Midnight Sun victory

Biss Lancaster has won a lucrative international PR contract for nascent luxury cruise company Midnight Sun Cruise Line.

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

Line.



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

agency McCann-Erickson.



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.



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