Isn’t It Time to Enjoy?

Client: Celebrity Cruises | Year: 2022

Copy: Joseph Egan & Dylan Hubert | Art: Naomi Lee & Taiyang Wu

We were tasked by our client Celebrity Cruises to extend their existing “Isn’t it Time” campaign to attract a younger audience (ages 40-55) and overcome their biases towards cruising. To extend the campaign further we highlighted Celebrity Cruises’ idea of “New Luxury” aboard their ships to emphasize experiences unique to cruising with them. We found this approach would highlight the ships’ relaxing and blissful atmosphere and counter common misconceptions of cruise travel such as the thought that all cruise ships are overcrowded. We created two billboards, six print ads, and a Restaurant takeover stunt to best reach the new audience.

Restaurant Takeover

While Celebrity Cruises boasts many unique luxuries, its fine dining experience is one of its greatest which potential cruisegoers can have trouble grasping. A problem Celebrity Cruises runs into is that you can see a poster telling you how exquisite the food is, but you still can’t taste it. You’d already have to be onboard to give it a try.

First, we hand out vouchers in the cities our target demographic calls home: Boston, New York, Philadelphia, Hartford, and Washington DC. Partnering with Wegmans for the distribution, we could ensure each recipient would be someone of the target audience and purchases with attention to the finer things. Each voucher contains an invitation to a one-night dining experience hosted by Michelin-star owner Chef Daniel Boulud.

This luxurious dining experience is something our audience can already appreciate. It might not even be new for some of them. None of them would know until the end of the night that this fanciful night, secretly hosted by Celebrity Cruises, is the dining experience you can expect to enjoy hundreds of miles from the coast in the middle of the Atlantic.