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


The Campaign

Sparkloft Media worked with Crystal Cruises to tap into this socially thriving population and introduce to them the world of cruising by partnering with influential, luxury Instagram stars and providing them the opportunity to tell their own Crystal Cruises stories.

Our three travel and fashion influencers were able to share their first-person perspectives while journeying on two hand-picked voyages (to Italy & Brazil). While traveling through these destinations, the influencers shared photos, videos and real-time updates of their experiences on the Crystal Cruises’ Instagram account, across their personal Facebook, Twitter and Instagram accounts as well as on their own and Crystal Cruises’ blogs.

While each influencer’s experiences was unique in that it documented what he or she most strongly connected to while traveling with Crystal Cruises, all influencers touched on Crystal Cruises’ primary communication pillars (i.e. Luxury, Space, Choices and Service) in their own, personal ways.

The Results

The three influencers (on two separate voyages) shared a total of 117 social posts across Instagram, Facebook, Twitter and on their blogs. These posts gained a total of 120,962 engagements on Crystal Cruises’ accounts and 573,962 engagements on the influencers’ accounts. Additionally, blog posts from the influencers results in nearly 11k clicks to Crystal Cruises’ blog. Crystal Cruises’ Instagram account grew by 126% during the takeovers and engagement soared during the takeover months. Finally, the content shared reached audiences larger than Crystal Cruises has ever spoken to before on social as these numbers reflect:

Sarah and Kiel –– From Venice to Monte Carlo
Instagram followers: 858.2k combined
Number of posts: 45
Twitter followers: 122.3k combined
Number of posts: 19
Facebook fans: 120k combined
Number of posts: 8

A Blond Abroad –– A Brazilian Holiday Cruise
Instagram followers: 110k
Number of posts: 9
Twitter followers: 11.1k
Number of posts: 22
Facebook fans: 19.6k
Number of posts: 5