Celebrity Cruises

Journey Safe, Journey WonderFULL

Celebrity Apex the second ship in the highly anticipated Edge series makes its US debut in Ft Lauderdale pushing modern travel to bold new heights
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The Challenge

In March 2020, the global cruise industry shutdown overnight. Share prices tumbled to the point where many forecast an end to the industry entirely, but with the advent of vaccinations, those most impacted began to see a way out of the mire to a normal resumption of service.

The Solution

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.

CRUISE Celebrity Edge Caribbean 0 1

The Impact

7 billion news impressions during June 2021
5,500+ news articles
Immediate increase in passengers bookings
95% favourable sentiment
56% of all cruise industry stories were Celebrity Cruises’ return driven stories
Immediate increase in share price

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