During the GFC, luxury cruise lines were aggressively cutting prices.

Noisy retail messaging became the norm, as did predictable ship imagery.

We changed course with a quietly confident approach that tied the brand to culture and refinement. 

Crystal Cruises maintained premium pricing margins and was voted World’s Best Luxury Cruise Line by Condé Nast Traveller.

The work ran in Vogue, The New Yorker and Condé Nast. 

Supersites ran in Times Square.

 

Agency: M&C Saatchi, Los Angeles.

Creative: Oliver Devaris, Graham Johnson. CCO: Tom MacFarlane.