Oceania Cruises

Oceania Cruises, the world’s leading culinary- and destination-focused cruise line, launched its second Allura ship class vessel, Oceania Allura™, in early 2025. With high expectations following the success of Oceania Vista™, this launch demanded a fresh narrative that honored the line’s legacy while highlighting its culinary innovation. From a special preview event to the glistening maiden voyage, we shaped a global story that positioned Oceania Allura™ as a bold evolution of the brand’s culinary and experiential leadership.

As the lead PR agency, we developed the language and shaped the storytelling for Oceania Allura™ that would be shared with UK, LATAM, DACH, Benelux and APAC teams. Throughout 2024 and 2025, we curated and disseminated a series of eight press releases. Hosting a special preview event in March 2025, we began to build excitement for the launch and the reprisal of the line’s French specialty restaurant, Jacques. On her maiden voyage from Trieste to Athens in July 2025, we hosted a global media group and one film crew. Additionally, we coordinated and hosted an unprecedented 53 media from around the world with our extended PR team on the ship’s preview cruise.

In the U.S. and Canada, we secured more than 600 pieces of earned coverage before Aug. 15, 2025. From the ship launch announcement to the press trip, we garnered 4.2 billion impressions and an estimated advertising value of over $641 million across our hot list of media outlets, including ​​Travel + Leisure, Condé Nast Traveler, Cruise Critic, Afar, USA Today, Forbes and more. The press trip also garnered 163 posts and stories on the Instagram accounts of attending journalists and their respective outlet accounts, resulting in over 7 million potential impressions. Together, these efforts positioned Oceania Allura™ as a standout in the luxury cruise space – lauded by the media, embraced by cruisers and establishing a new standard for ship launches.