Admiralty

Case Study - e-Navigator launch, Shanghai

Brief

The UKHO is a world leader in the production of charts, publications and other navigational products for both commercial and defence customers.  It is a government trading fund and part of the Ministry of Defence and the power behind the globally renowned Admiralty brand of products.  CT-Live was awarded the contract to work on the global launch of Admiralty e-Navigator, a revolutionary digital navigation service for the mariner.  We were entrusted with the task of creating a world-class launch which sets the standard for the maritime industry.

Solution

China is the largest growth market for commercial shipping so we planned the launch to coincide with the nation’s largest shipping exhibition, Marintec in Shanghai.  The client required a ‘high tech’ venue for an evening launch and our research proved that the Shanghai Science & Technology Museum offered the right solution in terms of location, size, availability and cudos.  Ultra wide screen technology and multi touch systems were used to launch the digital product to a VIP audience of state officials, shipping companies and agents and global maritime representatives.  CT-Live had complete event responsibility from creating the show to a limo service to the after party on top of China’s tallest building.

Results

The event created a seismic shift in brand perception, placing the Admiralty brand at the forefront of digital chart navigation services.  CT-Live were subsequently responsible for rolling out the product on a regional basis at other major maritime centres around the world.

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