the experiences

Honoring the Heroes of 9/11

New York and New Orleans partner to build, launch the U.S.S. New York.

Challenge                                                                                                                                                        Create a memorable experience that honors and commemorates the heroes of 9/11 and to generate press and exposure to ensure continued financial support for the ship building systems. 

Christen the U.S. Navy warship New York (LPD 21) – named to honor the victims and heroes of 9/11 and built in post-Katrina New Orleans.

Insight                                                                                                                                                        9/11 was an event in our history that will always be remembered.   It is a shared experience that bonds all of us.   Whenever an organization can identify a common experience shared by its audience, it becomes a powerful platform from which to communicate. 

Feats honored the heroes of 9/11, created an audience experience focused on extraordinary courage and perseverance, transformed a shipyard into an accessible, safe and comfortable facility for 5,000, all while maintaining the attributes of a traditional Navy Christening ceremony.

A series of “red-carpet” barges and bridges led dignitaries not only to the custom-crafted stage, but also to the bow of the ship – 120 feet from shore and the main stage. Six camera video captured the experience for the media and a live play-by-play Webcast.

Impact                                                                                                                                                           The LPD 21 story generated more than 82 million media impressions via 400 media channels worldwide, including, domestically, ABC World News Tonight, CBS Evening News, NBC Nightly News, CNN and FoxNews. The christening drew 86% more attendees than any previous ship christening.