PR, influencer and social media agency Smoking Gun has been appointed by ultra-luxury cruise and tour operator, Scenic Group UK.
The agency has been tasked with a high-impact media relations brief to deepen brand recognition in the UK and broaden the public appeal for Scenic’s unique, “six-star” experiences. Key to the activity is the creation of a major national media moment to mark the inaugural London arrival of Scenic Eclipse II, the brand’s prestige discovery yacht.
The appointment further bolsters Smoking Gun’s established credentials in the travel, tourism, and leisure sectors, which include award-winning activations for Alton Towers Resort, perception change campaigns for Eurocamp, and digital visibility work for BWH Hotels GB. The win also comes hot on the heels of the agency’s recent appointment by international value hotel group, easyHotel.
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The account will be led by Hayley Peters, Smoking Gun’s strategy director. Peters heads up the agency’s strategic planning division, the Intention Unit, which delivers research-led consultancy combined with best-in-class storytelling, channel expertise and intelligent measurement to drive business impact for clients.
Laura Gerrard, marketing director, oceans, Scenic Group UK, said: “Scenic Eclipse II is one of the most luxurious expedition yachts in the world, and its first entry into London represents a landmark moment for our brand. We were impressed by Smoking Gun’s proven ability to drive awareness, desire, and bookings. Their compelling strategic approach to make Scenic’s next chapter irresistible stood them forward as our PR partner.”
Rick Guttridge, founder and CEO of Smoking Gun, added: “As the public gets to experience the six-star elegance of Scenic Eclipse II right in the heart of the capital, we’ll turn the journey into a rolling media runway and stamp the credibility of Scenic’s limitless expeditions. Our storytellers are focused on lifting this historic moment beyond the traditional travel pages; we are engineering a national moment to reach beyond existing cruise buyers and unlock affluent audiences at scale.”
Smoking Gun is built on its ability to “transform awareness into action and deliver PR campaigns that achieve measurable business impact.”
