Case Study: Silversea achieves sold-out cruise launch and major luxury media buzz with KWE Partners

Silversea sells out Silver Spirit launch with KWE Partners

The customer Silversea faced the challenge of launching its new luxury cruise ship, the Silver Spirit, into a marketplace crowded with heavily publicized competitor launches and during a depressed economy. With a limited pre-launch budget, the vendor KWE Partners was tasked with building buzz, positioning the ship as an ultra-luxe icon, and generating bookings amid formidable competition.

KWE Partners executed a targeted PR campaign that contrasted small luxury cruising with large ships and highlighted the Silver Spirit's unique art deco design and signature features. The vendor organized exclusive media events, forged a strategic alliance with a design museum for a fundraising gala, and secured placements in niche luxury lifestyle media. The results for Silversea were highly successful; the ship's maiden voyage sold out and over 90% of its 91-day inaugural voyage was booked, with coverage secured in major outlets like the New York Times and Reuters.

Silversea