Crystal Launches First TV Ads!
Ray Goldenberg
I received this press release from Crystal Cruises and thought it
would be of interest. If you have missed any of my news' postings,
they are available on my web site.
Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
CRYSTAL CRUISES LAUNCHES FIRST-EVER TELEVISION ADVERTISING CAMPAIGN
LOS ANGELES
Beginning January 19, Crystal Cruises will begin running a series of
television commercials, a first for the luxury line. Designed like
“mini-movies” with high quality production values, the commercials
depict acts of kindness and heroism in previous centuries that result
in one experiencing the ultimate luxurious reward today: a vacation
with Crystal Cruises. The spots conclude with the tag line, “You must
have done something good in a past life to deserve luxury like this.”
The :30 and :60 second commercials, with and without tactical offers,
are scheduled to run in key spot markets – New York, Los Angeles,
Miami and San Francisco – with programming that includes “Good Morning
America,” “60 Minutes” and “CSI” and various national programming on
cable networks with upscale audiences, such as A&E, CNN, MSNBC, Fine
Living, Discovery Home & Leisure and The Travel Channel. Crystal’s
initial schedule calls for four weeks of commercials during the
industry’s traditional “Wave” season in January and the start of
National Cruise Vacation Month in February.
The commercials are part of an overall advertising campaign developed
by M&C Saatchi LA. The spots were written by Oliver Devaris and Graham
Johnson and were directed by Sean Meehan through Plaza Films in
Sydney, Australia.
“We are excited to be able to add television into our media mix,” said
Adam Leavitt, Crystal’s senior vice president, marketing. “We believe
it will continue to build on the new brand campaign that we launched
in mid-2003, and will position Crystal as a unique luxury
vacation experience.”
“It was a great opportunity for us to put Crystal Cruises on TV for
the first time,” said Huw Griffith, chief executive officer, M&C
Saatchi LA. “In the campaign, we have set out to put a fresh spin on
the traditional imagery usually associated with advertising in the
luxury sector and above all create impact.”
Creative Group Head Oliver Devaris added, “The executions are born out
of the idea that you must have done something good in a past life to
deserve the luxury of a Crystal Cruise. This notion allowed us to
create commercials that, while feeling luxurious and sophisticated,
are highly entertaining.”
Crystal Cruises is the recipient of the cruise industry’s most
prestigious awards, including the “World’s Best Large-Ship Cruise
Line” from the readers of Travel + Leisure and Condé Nast Traveler
magazines. The line’s luxury fleet is comprised of the 940-guest,
50,000-ton Crystal Harmony and Crystal Symphony, which were joined by
the 1,080-guest, 68,000-ton Crystal Serenity in July 2003. The elegant
ships cruise the world on itineraries of seven to 106 days.
Mike Cordelli
are all becoming blurred into one. You hear one and then a few minutes
later another one and you can't remember which cruise line it was for. I
think they need to revisit their overuse of the media.
"Ray Goldenberg" <r...@lighthousetravel.com> wrote in message
news:5q15109fs29ua7gsi...@4ax.com...
> Hi Everyone,
>
> I received this press release from Crystal Cruises and thought it
> would be of interest. If you have missed any of my news' postings,
> they are available on my web site.
>
> Best regards,
> Ray
> LIGHTHOUSE TRAVEL
> 800-719-9917 or 805-566-3905
> http://www.lighthousetravel.com
>
>
> CRYSTAL CRUISES LAUNCHES FIRST-EVER TELEVISION ADVERTISING CAMPAIGN
>
> LOS ANGELES
> Beginning January 19, Crystal Cruises will begin running a series of
> television commercials, a first for the luxury line. Designed like
> "mini-movies" with high quality production values, the commercials
> depict acts of kindness and heroism in previous centuries that result
> in one experiencing the ultimate luxurious reward today: a vacation
> with Crystal Cruises. The spots conclude with the tag line, "You must
> have done something good in a past life to deserve luxury like this."
>
> The :30 and :60 second commercials, with and without tactical offers,
> are scheduled to run in key spot markets - New York, Los Angeles,
> Miami and San Francisco - with programming that includes "Good Morning
Paul
"...You hear one and then a few minutes later another one and you can't
remember which cruise line it was for..."
Goober Mike doesn't have much of an attention span does he
"Mike Cordelli" <mi...@cordelli.com> wrote in message
news:xiwQb.11897$FA3....@newssvr16.news.prodigy.com...
Ray Goldenberg
wrote:
>There are way too many cruise ads now on TV and billboards and radio, they
>are all becoming blurred into one. You hear one and then a few minutes
>later another one and you can't remember which cruise line it was for. I
>think they need to revisit their overuse of the media.
Hi Mike,
This is the traditional "Wave" season for cruise sales which is why
you see the large media buys of advertising. Wave season is not near
the levels of pre-9/11 as folks book closer to their actual cruise
dates. Industry publications are reporting a leveling off to the point
of consistent cruise sales year round and not as much dependence on
the traditional wave sales. That being said, it is reported that
30-35% of the year's sales will still be done during wave season this
year.
Charles
<r...@lighthousetravel.com> wrote:
> That being said, it is reported that 30-35% of the year's sales will
> still be done during wave season this year.
Why has the "wave season" been at this time of year? Has there been, or
is there an advantage to booking in January? Years ago when I used to
book in advance, it never seemed to be a good time to book.
--
Charles
Mike Cordelli
leaving New York, there are five or six billboards on some of the major
highways in and out of the city for cruise lines that they never used
before, as an example. I think it is almost defeating the purpose, they are
screaming that they need people and makes it look like the industry is in
deep trouble.
Not to leave the retard out, kat.
"Ray Goldenberg" <r...@lighthousetravel.com> wrote in message
news:l8651052oiq2mu1cf...@4ax.com...
Cruising Chrissy
<r...@lighthousetravel.com> wrote:
>CRYSTAL CRUISES LAUNCHES FIRST-EVER TELEVISION ADVERTISING CAMPAIGN
Bullshit, no value, all about advertising.
The Not So Fine Art Of Google - Go To Top Of Thread
http://makeashorterlink.com/?E29A321E6
KeithF4281
Also, the RCI Alaska ad - 2 dudes being videoed, looks like they are climbing
Everest. Moments later, a female voice is heard telling them to hurry up, she
has a spa appointment, etc.
I love Celebrity, but their ads recently have been forgettable.
Regards, Keith