New Brand Campaign Showcases
The Personal Side of Luxury
Globally-renowned luxury leader, Crystal, invites travelers to connect to the world, each other and themselves with an evocative new marketing campaign titled “Where Luxury is Personal.” In the campaign, the multi-experience luxury travel innovator speaks directly to travelers on levels that go beyond the lavish of the good life. The messaging eschews the common notion that luxury entails only the finer things in life in favor of the fact that it is defined by each traveler, making the experience wholly individual.
Working with the experts of MRM//McCann, a global leader in consumer relationships and digital marketing, Crystal has developed a poignant message that focuses on people – from its guests to crew – and how world travel touches their lives. The new branding campaign spans all Crystal Experiences – Crystal Cruises, Crystal River Cruises, Crystal Yacht & Expedition Cruises, Crystal Luxury Air and Crystal AirCruises – and will be seen across multiple and digital media platforms beginning this month.
“Travel is extremely personal to those who crave exploration and meaningful moments, and global luxury travel has always been personal to Crystal,” said Carmen Roig, Crystal’s senior vice president of marketing and sales. “Our philosophy of luxury is rooted in the individuality of each of our guests – the stories they’ve lived, what has brought them aboard, the memories they hope to create – and our passion for meeting and exceeding their hopes and expectations.
“We understand that time is precious, and aboard our guests relish spending their time exactly as they wish. To travel exactly as one chooses, connecting with friends who share their interests, and deeply exploring the world is a true luxury. And we are honored that travelers choose to spend their time with us,” Roig continued.
The advertisements designed with the campaign are intuitively created to get to the heart of why people travel. Inviting readers to peer into the global experiences of people just like them, one spread features a father and son making new discoveries in China together as they simultaneously discover each other. Another hones in on friends separated by distance but reconnected by a shared journey afar.
Crystal asserts that true luxury is not only personal but also effortless, relaxed and welcoming, without parameters on guest preferences. The company has long been known for its exacting service delivered by a crew who greet every guest by name and genuinely enjoy making travelers’ experiences as perfect as possible. The celebrated Crystal crew will also take center stage in future advertisements that are designed to put names to the faces travelers will find aboard Crystal voyages.
“The heart of Crystal is our people – the Crystal Family, both our guests and crew – and this new campaign will shine a spotlight on this family. We are honored to celebrate them with a campaign that is as unique and as individual as they are,” Roig said.
The other cornerstones of the 28-year-strong Crystal credo will also be highlighted in photographic spreads that call out the numerous choices at guests’ disposal to create the precise vacation they wish.
The world-renowned Crystal Experience – featuring global journeys with Crystal Cruises, Crystal River Cruises, Crystal Yacht & Expedition Cruises, Crystal AirCruises Crystal Luxury Air – continues to be the distinctive choice of the world’s most discerning travelers. Crystal has been recognized with top honors in the Condé Nast Traveler Readers’ Choice Awards for a record 25 years; voted “World’s Best” by the readers of Travel + Leisure for 20 years; and won the “Best Luxury Cruise Line” by Virtuoso for four years (2014, 2015, 2016 & 2018). Crystal is proud to be a platinum partner of the advisors of ASTA.