Uniting cruisers with being recognized, celebrated, and indulged

The Challenge

Celebrity Cruises was stuck in a sea of sameness in a crowded upscale cruising segment. Most of the marketing in the category, like the brands, was premium and sophisticated, but also pretty staid. Like their many competitors, Celebrity was working hard to shed their stuffy, older image.

What We did

We knew that Celebrity’s target was female boomers who expected the best, on their terms, and not in a stuffy way. We also knew that Celebrity was known for superb service. Building on that knowledge, we developed the brand essence, laying the foundation to appeal to our target with a message that made them feel special. The “Starring You” campaign enabled Celebrity to meet ambitious growth goals and was the driving force in the launch of Solstice, the biggest ship in their history.



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