Crystal Cruises: Where luxury is personal

Crystal Cruises, a cruise line, featured stories of real people talking about how luxury felt to them to help increase online bookings across the UK.

Campaign details

Brand: Crystal CruisesLead agency: MRM//McCann London

Campaign Overview

Luxury cruise company Crystal needed a stand-out brand campaign in a sea of sameness.

Strategy

Each Crystal crew member and their guests has their own take on luxury.

To some, luxury is a truffle sauce or Bearnaise sauce, for others it might be good old tomato sauce.

Luxury is a moveable feast. Impersonal luxury feels fussy, fake and intimidating.

That insight became crucial to the campaign.

Crystal wanted people to know that luxury was whatever they wanted it to be.

The creative challenge was to show how...

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