Celebrity Cruises Edge
Challenge
Launching the Edge class of ship as the market leader in terms of on board entertainment, facilities, food and first class luxury suitable for all ages. Given the perceived reputation around cruising, Celebrity Cruises were keen to dispel these views and appeal to a younger audience.
Execution
For the sailing, producing hero video with pro-traveller Mollie Bylett, to bring the best parts of the ship to life. This was supported by inviting a group of fashion and high end lifestyle bloggers, press, creators and travel minded individuals to capture their time on board, people who speak to key “new to cruise” audiences.
Result
The whole activity saw over 200 pieces of content created, resulting in 500k+ organic views, with universally positive messaging around cruising to really drive consideration among travel sceptics.
Where’s Mollie
Mollie was challenged to capture the highlights of her time on Edge, within 60 seconds. The resulting video was treated as best in class, in terms of promotion videos created for the ship and subsequently repurposed across the global business.
