Good Relations New York helped put travellers minds’ at ease, resulting in Celebrity Edge being the first ship to sail from a US port in over 15 months.
Months of careful planning resulted in packages with all the major US networks (NBC, CBS, ABC and CNN), clearly communicating Celebrity’s rigid vaccination and testing policy, and the clear narrative – there is no safer place to be in a post-pandemic world than on a Celebrity Cruise ship.
We also used the pause in operations to take stock and reposition the company as a truly aspirational, new-luxury brand. The articulation of this was a brand new global advertising and marketing campaign developed by Good Relations New York. The new strategic positioning, ‘Journey Wonderfull’ and resulting creative was expressed through a beautiful 60 second television commercial that ran in key markets all over the world.