Arrival of the Götheborg
The company that owns the Götheborg of Sweden, the largest ocean-going wooden sailing ship in the world, contacted Intermèdia Comunicació with the aim of obtaining media coverage of the vessel’s arrival in Barcelona. It also wanted to publicise the fact that the sailing ship would be open to the public on weekends from November to March 2023. Finally, it asked us to publish and disseminate the impressive images of the ship’s arrival and mooring in the port.
The strategy we developed was shaped by the possibilities of the project. The client offered us the chance to take a group of journalists in a small boat to board the sailing ship on its arrival in Barcelona. In this way, three selected media outlets were able to take exclusive images of the ship in Barcelona’s waters and also witness the traditional 10-cannon salute performed as a greeting to the city where the sailors were arriving.
We invited a small group of journalists to board the ship, and all the media to witness the arrival of the vessel from the port before taking a tour and meeting the crew once it was docked. The captain and three Spanish-speaking sailor received the most requests for interviews.
For the media unable to attend the arrival, we offered the possibility of visiting the ship in the following days.
- Communication strategy.
- Update of the database and selection of key journalists with the client.
- Invitations to a small group of journalists to board the ship on arrival in Barcelona (the ship has a very limited capacity).
- Invitation and press release to all other media to cover the arrival of the vessel from the port of Barcelona and to visit it once docked.
- Invitation to media to visit during the weekend and following days.
- Press, radio and television clipping.
The result was a very high volume of media clips. The most powerful impacts included a huge image of the sailing ship, which featured on the front page of El Periódico and in reports by Telecinco, Televisión Española, Cuatro and TV3. Barcelona’s local television station, betevé, connected live at three times during the day of the ship’s arrival, with other live reports over the weekend for the channel’s cultural programmes and magazines.
XIII FemCAT's Forum - Catalan Legacies
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