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The Orphalese
Ruder Finn was retained by Orphalese Global Strategies to launch the building of its first residential cruise ship, The Orphalese and to launch the first sales phase. The Orphalese is the world's largest luxury residential ocean liner of her class and will set sail in 2008.
OBJECTIVES
- Position Orphalese to stand out from her competition including the brand Four Seasons.
- Drive interested consumers to the web site and ultimately to sales.
- Position The Orphalese as a key player, and the ship to watch, in the market through an aggressive communications campaign.
- Showcase The Orphalese's superior luxury services, amenities and distinctive features.
- Bottom line ... help drive sales of permanent residences.
PROGRAM
- Planned and executed group and individual media visits to promote major feature stories in key publications.
- Created a thought leadership platform for Orphalese executives and positioned CEO Don Allen as a visionary, businessman and entrepreneur.
- Secured media to attend a series of sales events.
- Organized two media tours in New York City and one tour in Washington DC.
RESULTS
- Generated 12,354 web hits in January 2005 with no advertising support and 50 million media impressions in three months. Result: Sales.
- Received major placements in Wall Street Journal, CNN, Los Angeles Times, Robb Report, Washington Post and interest from around the world.
- Secured interest from two well know real estate firms to possibly for and exclusive sales and marketing partnerships.
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