The Departure of RRS Sir David Attenborough

Summary

The departure of the RRS Sir David Attenborough, the UK’s most advanced polar research ship, to embark on sea trials provided an unprecedented opportunity to showcase Cammell Laird’s shipbuilding expertise.

Objectives

Deliver a global and multi-channel media relations campaign to support the departure of the vessel, the single biggest and most ambitious build in Cammell Laird’s history, in partnership with the vessel’s operator, British Antarctic Survey (BAS) and the Natural Environment Research Council (NERC).

Strategy

With so much interest surrounding the vessel and the important scientific work it will carry out, the challenge was for Cammell Laird to remain an integral part of the story with a strong share of voice, and promote Cammell Laird’s position at the forefront of the global shipbuilding industry.

On the day of departure a three-strong Artemis team managed the press office at Cammell Laird, orchestrating and suoervising a number of radio and TV interviews, fielding interview requests and selling in the story to local, regional and national media.

Knowing that an image of the striking red and white vessel against Liverpool’s iconic three graces would have the strongest media appeal, and help to really cement the Merseyside connection, careful attention was paid to visual storytelling. Use of a drone and stills of the vessel as she left Cammell Laird captured the departure and provided great assets to share with newswire services and key media.

Results
According to media monitoring specialist Meltwater, the campaign reached more than 1 billion people worldwide.

More than 400 pieces of coverage were generated over a week long period across local, regional, national and international print, online and broadcast media, including ITN, BBC News at Six, BBC Radio Merseyside, BBC Radio Four, The Times, Evening Standard and the Liverpool Echo. In addition, the vessel’s departure also attracted 1,374 social media mentions.

“Cammell Laird hugely appreciated the support given by Emma Parker-Goff and the Artemis team to this complex media event, which truly showcased the technically advanced vessel RRS Sir David Attenborough.”