The news brand’s first global cruise documentary on YouTube, ‘Ship Shape’, has achieved 10.6 million impressions for its maiden episode in just a few weeks
‘Ship Shape’ is an eight-part editorial video series produced in commercial partnership with some of the world’s leading cruise operators, with each episode providing a unique opportunity to learn behind-the-scenes secrets, experience luxury amenities, and explore the bespoke services available onboard cruise vessels.
Episode one launched in mid-October, taking a below-decks look at the meticulous preparation of 6,000 luxury meals served daily on the Oceania Cruises Vista ship. Future episodes will cover topics including the plush indulgences of luxury cruise travel, the differences between river cruises and ocean voyages, and how these exceptional vessels take passengers on unique journeys to remote destinations.
Developed over five months in close collaboration with the partner cruise brands, Ship Shape is perfectly placed to engage Daily Mail’s audience on the diversity of the onboard experience, with 70% of them ‘open to taking a cruise holiday in future’.
Lisa Snell, global head of video, Daily Mail, said: “‘Ship Shape’ holds its own as a quality piece of editorial programming while being a great example of how our global video studio offering works collaboratively with brands and commercial partners to deliver innovative solutions.
“The team understands perfectly how to craft Seriously Popular content we know our users will love, delivered across their preferred platforms.”
Robertina Tompa, head of cruise, Mail Metro Media, added: “Our global cruise mini-documentary is a huge commercial success for us, and a testament to the strength of our trusting client relationships. We listened, responded, and delivered a true editorial solution to real advertiser challenges that has driven remarkable digital growth for our cruise category and beyond.”
Danielle Stradling, international marketing director, Oceania Cruises, said: “Our Ship Shape episode perfectly encapsulates the talents of the incredible Oceania Cruises culinary team and the meticulous work that goes into serving The Finest Cuisine at Sea.
“The crew from Mail Metro Media was a pleasure to work with throughout the process, from an initial visit to the vessel docked in Southampton, through sailing with us and capturing hours of footage and interviews, to the seamless editing process.”
