Viking Line is one of biggest shipping companies in the region, operating a fleet of ferries and cruise ferries in the Nordic & Baltic region. Black Mamba core team was heavily involved in designing & executing content marketing driven marketing strategy for their latest cruise ferry launch, Viking Grace. The story took the users on a journey from the first welded plate to the maiden cruise - and even further. During this 18 month stint, we produced 48 videos, multiple competitions, hundreds of blog posts and several live streams.

The commercial results of the project exceeded any expectations. Over 300.000 cruise tickets were sold prior to the maiden voyage! The marketing concept and execution was also awarded many prestige awards - Including ”The marketing deed of the year” by the Finnish Marketing Association & “Best Design” and”Best Marketing Communications” awards at Grafia’s Vuoden Huiput.

Actions

  • Content strategy concept, design & execution
  • Website design & execution
  • 48 individual film productions
  • Engaging competitions
  • Live stream productions

Outcomes

  • 300k+ cruise tickets sold prior to the maiden cruise
  • 1M+ website visitors
  • 2.5M+ page views
  • 50k+ live stream viewers
  • 25k name suggestions in the naming competition