The launch of Uber Boat by Thames Clippers

September 22, 2020
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Team Siren worked behind the scenes for months to ensure that come launch day, maximum exposure was achieved for the two major brands. Throw in a launch in the midst of a global pandemic and we sure had our work cut out for us.

 

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Working closely with the teams at Uber and Thames Clippers, we were tasked with ensuring that the messaging met both brands’ objectives and didn’t alienate existing passengers for our client. As London’s leading River Bus service, Thames Clippers’ needed to ensure that the launch messages reassured customers that they would still receive the same great level of service they’d come to know and love – which is where we come in.

 

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Opting for a pre-launch, exclusive announcement allowed for us to have two bites of the cherry, with the announcement and the launch itself both gaining media attention. Siren worked alongside Uber’s in-house and agency teams to craft the key messages of the partnership, as well as exciting media about the prospects it holds. 

 

The pre-launch announcement with The Times gathered momentum and ensured our key media targets were clambering for the details to run the story. We went into the pre-launch announcement prepared with statements from both brands, as well as some teaser mock-up imagery to harbour interest and keep the media wanting more. 

 

Our efficient press office skills came into their own on this day, sharing the exciting news with those reaching out. Our efforts were rewarded with a staggering 152 pieces of press coverage across key print, online and broadcast media achieved on one day alone, reaching more than 450 billion people.

 

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For the launch itself...

 

...key broadcast media were invited to a small launch event attended by Jamie Heywood, Regional General Manager of Uber in Northern and Eastern Europe, and Sean Collins, CEO of Thames Clippers, along with other key decision-makers in the partnership process. 

 

Armed with striking images taken in iconic locations along the Uber Boat by Thames Clippers’ route, as well as b-roll footage of the freshly-branded boats, blanket coverage ensured that the exciting announcement was heard loud and clear across all forms of media.

 

By not giving too much away with the pre-launch announcement, we had sparked the interest of the media with what the brand partnership was going to look like and how it would be rolled out. With an overnight re-brand and a launch date only three short weeks after the initial announcement, media were still attracted by the partnership. The official launch achieved blanket coverage, again, with a further 210 pieces of press coverage across key titles reaching an impressive 390+ billion people.

 

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In addition to the blanket media coverage for the announcement, we were able to use the partnership as a hook to secure exclusive interviews for Thames Clippers to ensure more of its business news was shared via key media. 

 

An interview with City A.M., both in the paper and its sister podcast, The City View, allowed the CEO to focus on his plans to expand the river transport network further east with the news of a new pier being built at Barking Riverside. All contributing to building the business profile and reputation and supporting further ambitious growth. 

 

Now, a month down the line, we’re still seeing media interest following the launch and continuing to work on exciting business profiling opportunities. 

 

 

Watch this space!

 

 


 

 

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