Following a successful first year of operation, Ambassador Cruise Line tasked Rooster with launching the brand’s second Lady-of-the-Sea, Ambition.

With Ambition sailing from seven regional ports alongside Ambience’s home port, London Tilbury, it was Ambassador’s goal to increase brand awareness across the UK and drive bookings for the new ship’s 2023 and 2024 itineraries.

Rooster’s launch strategy was organised into three separate phases:

Phase One: Building Momentum
Taking place in January 2023, initial activity began with the official announcement of Ambition’s Godmother, Shirley Roberston, OBE, at a glamourous media event hosted at Rooster’s London offices, The Ministry. More than 30 high-profile cruise and consumer media attended.

Phase Two: The Launch
Encompassing the launch event between February and May 2023, Rooster seeded out information on the new ship and targeted regional publications with first-look information and imagery.

Rooster was responsible for organising the PR and comms for the inaugural launch event, in Newcastle. From inviting media, to arranging attendee travel plans, hosting media on board, a visit to the ship bridge, and broadcast interviews, with some team members onboard Ambition to host media, and others in the London to operate the press office.

Phase Three: Sustaining Momentum 
With Ambition now in service, Rooster’s focus has now turned to maintaining this initial buzz through facilitating press trips, sales campaigns, and more.