22.08.2011

Only twelve months to go until the Cruise Days 2012!

Only twelve months until the next Hamburg Cruise Days:
plans for the cruise event 2012 pick up speed

The big day arrives in precisely one year, when the third Hamburg Cruise Days bring the fascinating world of cruises right to the heart of Hamburg. The Hamburg Cruise Days 2012 are set to be even bigger and better than previous years, with the event spreading out to include the waterfront and city. “Shore leave” at the event will include numerous themed islands along the waterfront, allowing visitors to experience maritime life on dry land. In total, seven cruise liners will be taking part in the Hamburg Cruise Days 2012. The illuminated art work “Blue Port” will plunge the port in a magical blue light.
 
The Hamburg Cruise Days take place on three days, from 17 until 19 August 2012. The event area stretches from the Hamburg Cruise Center HafenCity to the Hamburg Cruise Center Altona, and it also serves to showcase the rapid development of the Port of Hamburg and the city’s growing significance for the booming cruise market.
As in previous years, the stars of the event are the ships. These seven cruise ships are expected to call in on Hamburg:

•    AIDAluna (AIDA Cruises)
•    AIDAmar (AIDA Cruises)
•    The MS DEUTSCHLAND (Reederei Peter Deilmann GmbH)
•    MS/ASTOR (TransOcean)   
•    MS COLUMBUS 2 (Hapag-Lloyd Kreuzfahrten)
•    MSC Lirica (MSC Kreuzfahrten)
•    Queen Mary 2 (Cunard Line)

Highlights on the water include the Hamburg Cruise Night on Friday evening with a fleet of party ships on the Elbe and the giant Hamburg Cruise Days Parade on Saturday evening: starting from around 9pm, five giant cruise ships will sail back down the River Elbe accompanied by a fleet of smaller vessels.
In 2012, as in previous years, the harbour will again be turned into the Blue Port: light artist Michael Batz will be illuminating around one hundred objects in and around the harbour, bathing the entire event in a magical blue light. Buildings and objects that will glow in a deep, magical blue after dark include the Köhlbrand bridge, the St. Michaelis Church, the Elbphilharmonie Hamburg, which is still under construction, and probably also the Hanseatic Trade Center and the train viaduct between the stations Baumwall and Landungsbrücken. Artist Michael Batz commented: “The third Blue Port after 2008 and 2010 will be even bigger and more beautiful than in previous years. The project cross-pollinates parts that simply belong together: a maritime city, large, beautiful ships and the harbour – a living and accessible art space that is simply unique in Germany.” The Blue Port starts approximately one week before the


Hamburg Cruise Days commence with a ceremonial “Light Up” when the blue lights in the port will be switched on for the first time. 
Alongside the popular attractions from previous years, the 2012 event organisers are planning to include plenty of new and exciting features. As the visitors cannot actually board the ships, the waterfront along the harbour will be transformed into a Cruise World which will allow visitors to experience all the things that make cruises so special: sport and spas, fashion and design, a themed world specially built for children, a casino by the waterside and culinary highlights prepared by some of the city’s top restaurants. The entertainment programmes of the cruise ships will be performed on special show stages and a historical “Tüdel un Tampen” bazaar will be adding an extra dash of maritime flair.  

The organisers of the Hamburg Cruise Days are the event agency uba gmbh and the communication agency red roses communications GmbH. uba and red roses presented a joint concept that won them the contract in a European tender held by Hamburg Marketing GmbH. "In awarding the contract to private organizers, we were looking to increase the internationalization of the event and let the mainland play a greater role than in previous years”, says Thorsten Kausch, Managing Director of Hamburg Marketing. “uba and red roses won over the jury with their pioneering concept. Together, we want to exploit the potential of this comparatively young event and attract an even more international audience and international cruise companies to Hamburg.” Organiser and uba managing director Uwe Bergmann explains the appeal of the event: “The Hamburg Cruise Days 2012 are simultaneously a large event and a culture event, and they are a fabulous advertisement for the port city of Hamburg. A key part of our concept is to bring the world of cruises onto dry land and allow our visitors to experience it at first hand.”

In the communication campaign for the event one main focus will be on international media work and new media: in 2012 the event will for the first time be covered extensively in social networks, such as Facebook, Twitter and YouTube, and a special app is to be created for the event. “Using these channels, we aim to directly target young, international audiences, and to get them excited about the event”, says red roses director and event co-organiser Katja Derow. “We want to anchor the Hamburg Cruise Days emotionally in people’s hearts. The people of Hamburg, the tourists, Germany and the world: we want them all to love the Hamburg Cruise Days. This is not something you can achieve with an arbitrary approach: you need passion”, is how Bergmann and Derow describe the character of the event.