In early December, Celebrity Cruises unveiled its Celebrity Edge cruise ship — a revolutionary, $1 billion, 2,918-passenger vessel — at a glitzy naming ceremony headlined by Nobel Peace Prize recipient Malala Yousafzai.
Taking place aboard the new ship, at Port Everglades, in Ft. Lauderdale, Florida, the event inaugurated Celebrity’s first new ship in six years and its first new ship design in a decade.
The luxury cruise ship inverts traditional ship structure, replacing an external hull with an inner spine, to allow for sweeping verandahs, floor-to-ceiling cabin windows (instead of small portholes), and abundant daylight. It also features a moving, cantilevered deck, dubbed the Magic Carpet.
Featuring stirring performances by soul singer-songwriter Andra Day, the naming ceremony also sought to spotlight the brand’s commitment to inclusion and gender equality. Celebrity was the first cruise company to hire an American woman captain, and women will comprise 30% of the crew onboard Edge — compared to an industry average in the teens.
Thus, the invitation to Yousafzai — a champion of girls’ education — to serve as “Godmother” for the vessel, a maritime tradition to bring good luck and protection to a passenger ship. In her remarks, Yousafzai discussed the crucial role companies like Celebrity play in supporting activists to effect change.
Said Yousafzai, “With its diverse crew and smart and strong women at its helm, this ship represents how unexpected but extraordinary partnerships can lead change for girls.”
Celebrity Cruises notches 275k views with its live broadcast
Approximately 3,000 passengers, crew members, and company leaders attended the Celebrity Edge Naming Ceremony, in Ft. Lauderdale. More than 91x as many people experienced the event in real time, via a global broadcast on Celebrity’s digital channels.
To bring the Celebrity Edge launch to a global audience, Celebrity partnered with Socialive, the live video creation and distribution platform for brands.
Using the Socialive platform, Celebrity was able to produce a professional, TV-style live broadcast in real time, and simulcast it on multiple social and digital channels — including Facebook, Twitter, and YouTube — to engage the biggest audience.
Socialive enabled Celebrity Cruises to:
> Easily link its professional multi-camera and audio setup to a single, easy-to-use production portal
> Switch between multiple live feeds and pre-recorded video (such as a teaser of the cruise ship)
> Add Celebrity Edge-branded title cards, custom lower thirds, and CTA’s
> Seamlessly integrate with Facebook, Twitter, and YouTube channels to multi-stream the broadcast
> Moderate social comments and questions in real time
With Socialive, Celebrity produced one of its most effective live broadcasts, garnering 275k cross-platform views and 3k Facebook interactions and maximizing the reach and impact of its brand storytelling and marketing.
To learn how your brand can create impactful live video, set up a demo with Socialive.