Public Relations Institute of Australia PRIA NSW + National WINNER
Best Digital & Social Media Campaign
Radiance of the Seas – First Cruise Passenger Cruise Ship
LBPR worked with Destination Wollongong to promote and leverage the arrival of Wollongong’s first passenger cruise ship, Royal Caribbean’s Radiance of the Seas. The campaign harnessed the power of social media, digital influencers and a passionate local community to project the excitement of the historic inaugural occasion to a national and international audience.
LBPR’s campaign achieved all objectives and Destination Wollongong’s organisational goals (the measure on which the campaign’s success was evaluated). Royal Caribbean deemed the maiden voyage a success and has since committed to utilising Wollongong’s port ongoing, citing the successful implementation of the digital and social media strategy as one of the contributing factors to this decision.
“The way this campaign engaged the Illawarra community, generating a thousand photos posted to Instagram and Facebook, demonstrates LBPR’s innate understanding of social media and how to best use these platforms to communicate key messages and achieve maximum brand visibility.”