The Opportunity

Crystal Cruises, the world’s most awarded luxury cruise line, is well-known among its loyalists. The brand wanted to broaden this recognition among future generations of luxury cruisers while generating awareness about Crystal Cruises, inspiring bookings from qualified audiences and introducing new social fans and followers to a first-person Crystal Cruises experience.

While generating this strategic awareness and potential bookings, secondary goals were identified as growing the brand’s Instagram following with qualified audiences with booking potential, well as generating high-resolution photo and video assets for future use from the brand across platforms