Campaign details

Brand: Crystal Cruises
Lead agency: MRM//McCann London

Campaign Overview

Luxury cruise company Crystal needed a stand-out brand campaign in a sea of sameness.


Each Crystal crew member and their guests has their own take on luxury.

To some, luxury is a truffle sauce or Bearnaise sauce, for others it might be good old tomato sauce.

Luxury is a moveable feast. Impersonal luxury feels fussy, fake and intimidating.

That insight became crucial to the campaign.

Crystal wanted people to know that luxury was whatever they wanted it to be.

The creative challenge was to show how real luxury makes someone feel, to relax and reconnect.

Talking to them in a personal way, about what they love doing, was key.


The new brand campaign put guests and crew at the heart. The core idea was summed up in a fresh strapline: "Where luxury is personal." It featured stories of real people talking about how luxury felt to them. Their stories created intrigue and emotional connection but left plenty to the imagination. They disrupted the generic cruising category with dramatic skies, creating atmosphere.