To get into their heads without using on-site advertising and high budgets we used the only thing we had: the cruise liner MSC Magnifica and its horn. Upon its arrival in Hamburg’s harbour, the giant cruise liner played happy birthday using its horn. With this promotion we not only reached ten thousands of visitors, but we also took over the live reporting on NDR – one of Germany’s biggest TV channels.

With this promotion we not only reached thousands of visitors, but generated a huge press response. The promotion took over the live reporting of NDR – one of Germany’s biggest TV channels for 3 minutes at primetime. The press echo also spanned numerous blogs, online news channels and social media. On Facebook alone the MSC Magnifica shiphorn choir recieved over 600,000 views.