You often hear about case studies being made of PR disasters, about how companies or individuals have scored a own goal, and how they will be used as examples of how NOT to do something. Well the lecture rooms and course books of the Chartered Institute of Public Relations will be referring to last week's Celebrity Eclipse's rescue mission to Spain to repatriate stranded passengers as a classic example of how to take the initiative, grab the opportunity and create a huge awareness for their new ship. The traditional naming ceremony took the back-burner as the rescue mission stole all the headlines - a rare positive story amongst a week of misery. Congratulations to the management at Celebrity Cruises who thought of the idea and acted so swiftly to execute it. Not only did it massively amplify the publicity for their splendid new ship, but it also exposed their product to an audience of holidaymakers who must have been cursing the disruption of flying and appreciating the luxury of cruising. On a personal note I missed my 2 day scheduled jolly on Eclipse last Thursday and Friday, but I remain in awe of the brilliantly conceived rescue trip that replaced it.
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