Daily Mail's Ship Shape Past 10M Viewers
Published: 18 Nov 2025
Cruise-themed YouTube series strikes a chord with audiences & advertisers
18 November 2025: Daily Mail’s first global cruise documentary on YouTube, Ship Shape, has achieved an astonishing 10.6 million impressions for its maiden episode, in just a few weeks.
Ship Shape is an eight-part editorial video series produced in commercial partnership with some of the world’s leading cruise operators, with each episode providing a unique opportunity to learn behind-the-scenes secrets, experience luxury amenities, and explore the bespoke services available onboard cruise vessels.
Episode one launched in mid-October, taking a below-decks look at the meticulous preparation of 6,000 luxury meals served daily on the Oceania Cruises Vista ship. Future episodes will cover topics including the plush indulgences of luxury cruise travel, the differences between river cruises and ocean voyages, and how these exceptional vessels take passengers on unique journeys to remote destinations.
Developed over five months in close collaboration with the partner cruise brands, Ship Shape is perfectly placed to engage Daily Mail’s audience on the diversity of the onboard experience, with 70% of them ‘open to taking a cruise holiday in future’.
Lisa Snell, Global Head of Video, Daily Mail, said: “Ship Shape holds its own as a quality piece of editorial programming while being a great example of how our global video studio offering works collaboratively with brands and commercial partners to deliver innovative solutions. The team understands perfectly how to craft Seriously Popular content we know our users will love, delivered across their preferred platforms.”
Robertina Tompa, Head of Cruise, Mail Metro Media, added: “Our global cruise mini-documentary is a huge commercial success for us, and a testament to the strength of our trusting client relationships. We listened, responded, and delivered a true editorial solution to real advertiser challenges that has driven remarkable digital growth for our cruise category and beyond.”
Danielle Stradling, International Marketing Director, Oceania Cruises, said: “Our Ship Shape episode perfectly encapsulates the talents of the incredible Oceania Cruises culinary team and the meticulous work that goes into serving The Finest Cuisine at Sea. The crew from Mail Metro Media was a pleasure to work with throughout the process, from an initial visit to the vessel docked in Southampton, through sailing with us and capturing hours of footage and interviews, to the seamless editing process.”
The second episode of Ship Shape is available now, featuring the entertainment offering on board Celebrity Cruises’ just-launched ship, the Xcel. It takes an exclusive view backstage as the team prepares to entertain 3,000 guests, with an extraordinary team of artists, technicians, and creatives bringing the ship’s entertainment vision to vibrant life. Following the journey from the shipyard through to opening night, this episode demonstrates how cruise directors, performers, and production crews build a floating world of spectacle, where every light cue, costume, and leap must work perfectly at sea.
ENDS
About Mail Metro Media
Mail Metro Media is the advertising home of some of the UK’s most engaged newsbrands: Daily Mail, Metro, The i Paper, New Scientist, Eliza and The Telegraph (print products). The team provides a single point of contact across print, digital, audio, video and social, allowing agencies and advertisers easy access to the millions of consumers who engage with dmg media’s brands every day.
When it comes to cruise and holiday inspiration, there’s no better destination.
Our readers are passionate about travel, with 81% of all cruises booked by Mail Metro Media readers and 58% of “New to Cruise” audiences engaging with our titles. Whether it’s a rainy commute or a long lunch break, we turn everyday moments into dream-getaway planning with unmissable campaigns that captivate and convert.
Mail Metro Media is where cruise dreams set sail.
Categories: Member News