Luxury cruise line, Crystal is running new creative tied to its Exceptional at Sea campaign, the first since the brand’s acquisition by the Abercrombie & Kent Travel Group in 2022, and the multi-million-dollar refurbishment and relaunch of its beloved ships, Crystal Serenity and Crystal Symphony earlier this summer.
Celebrating Crystal’s heritage as the most awarded cruise line in the industry’s history, a team drawn from the worlds of luxury fashion, design, hospitality, and travel created a refreshed brand identity, positioning and art direction, of which this landmark campaign is the first expression.
The creative features guests enjoying moments of tranquility, connection and celebration onboard the re-imagined Crystal ships – whether that’s poolside, on private verandas, fine-dining at Crystal’s landmark restaurants Umi Uma and Osteria d’Ovidio, or sipping champagne at sunset.
“We went back to the DNA of what made Crystal so special to everyone who has sailed with us,” said Crystal’s Senior Vice President of Global Marketing Jacqueline Barney.“Exceptional at Sea aims to connect all of those elements in one campaign and transmit the feeling of a Grande Dame of travel, being beautifully remodeled for a new chapter. We wanted to use a group of creatives drawn from fashion, film and architecture to capture these two iconic ships in all their glory and create an emotional bridge linking the modern with the classic.”
Exceptional at Sea will form part of a seven-figure print, out-of-home and digital campaign that launched in the United States, United Kingdom and Australia this fall. Creative is appearing in some of the top US and UK lifestyle and travel publications. Imagery will also be featured across the brand’s owned social media channels. Additionally, Crystal will be working with all its major consortia partners on specialized initiatives.