Azamara Pursuit Rebrand Marking a change of approach from the cruise industry and a milestone project for MJM MarineA textbook showcase of how a rebrand project should be executed

Brian McConville, Chairman MJM Marine welcoming Captain Carl Smith, Azamara Pursuit to Belfast for the first time for the start of the Azamara Pursuit

• A strong partnership with our client from the beginning• Clear understanding of our client’s brand values, ethos and

customer base• Engagement across our stakeholder partners• Employee engagement across the company• Added value for the client

Extensive Media CoverageThe rebrand of the Azamara Pursuit garnered extensive media coverage across broadcast, print, trade and social media channelscovering the contract announcement, ship’s arrival in Belfast and her unveiling and departure• 10 broadcast clips• 26 print stories• 420,000 social media views

Larry Pimentel with Key Stakeholders

Hard Hat Tour with MJM Group Suppliers

MJM Marine Employees with Larry Pimentel

Guest at the Charity Cruise which raised £160,000 ($210,000) for charity

Building new relationshipsThe rebrand of the Azamara Pursuit gave MJM Marine and Azamara the opportunity to build new mutually beneficial relationships & strengthen existing ones.• Azamara President Larry Pimentel visited MJM Marine HQ in Newry where he

met our employees and had lunch and dinner with key stakeholders• We invited members of the EY Enprepreneur of the Year Programme on a charity

cruise. These people are among the wealthiest in Ireland with many were experiencing cruising for the first time.

• We gave our suppliers a behind the scenes tour of the ship• We introduced the Azamara Sales Team to the CEO of Visit Belfast who is

responsible for developing Belfast as a cruise destination.

Cementing the Belfast link with the Lady of Thanksgiving onboard the Azamara Pursuit

Lady of Thanksgiving onboard Azamara Pursuit with MJM Marine Chairman & CEO

Beyond the refit, enhancing the brandAs part of the rebrand, MJM Marine developed a strong partnership with Azamara and spent time and effort understanding their brand values, their ethos and their customers. Azamara wanted a permanent legacy to the rebrand and the historic association to Belfast and the UK. With our local knowledge of Belfast, MJM Marine suggested a replica of the Lady of Thanksgiving sculpture which is located in Belfast and has maritime connections. We contacted the artist and a local steelworks manufacturer who created a replica sculpture which now stands proud in the central staircase onboard the Azamara Pursuit.

We then took this further by designing miniature versions which were given to the Godmothers and guest at the Christening Ceremony.

“Working with MJM Marine on the Azamara Pursuit rebrand was a fantastic experience. During the project a number of complex tasks, events and preview sailings were delivered seamlessly, which would not have been possible without the laser focused planning of the MJM Marine team. Their passion, energy and drive helped deliver unparalleled national coverage for the ship's relaunch and made this an inspiring UK story that led to a record share of British guests on Pursuit's maiden voyage. True partners, true professionals!”

Richard Tywnam, Azamara Club Cruises Managing Director

“I personally believe, having been

in this business for 30 years, that

MJM are the best outfitter in the

world.”

Larry Pimentel, President,

Azamara Club Cruises

“I would have MJM

Marine onboard my

ship anytime,

anywhere!”

Captain Carl Smith

Azamara Pursuit

“I would like to thank MJM Group for being the best possible partner”

Larry Pimentel, President, Azamara Club Cruises

“I feel really proud to work for MJM

Marine.”

MJM Group Employee

“What a great project and a great

company to work for. ”

MJM Group Employee

Feedback

To mark the end of the Azamara Pursuit rebrand, we invited all our employees and their partners to a dinner onboard the ship before she departed and produced a video to thank them for contribution to another successful MJM Marine project. (please click on the picture for the video)