LOS ANGELES Two competing cruise lines have unveiled advertising efforts that depart from their traditional media approach.
Carnival’s Holland America Line, which in the past has used a combination of TV, print and online advertising, is breaking a print-only campaign in February publications, while Crystal Cruises has, for the first time, launched television ads.
Holland America’s campaign, created by Omnicom’s DDB in Seattle, includes six gatefold ads. Each focuses on one of five Holland America brand pillars, such as spacious, elegant ships and accommodations, five-star dining, unobtrusive service, programs and activities, and worldwide itineraries.
Tagged “A tradition of excellence,” each ad focuses on a micro detail. One execution shows two sugar cubes on a spoon, balanced on a teapot. “Pretend for a moment your desire is a small pot of Dutch tea with two sugars and a spoon” is the headline. The inside of the gatefold shows a waiter and bears the copy, “This is Phillip, and he already knew that.” Another ad leads with the image of a pillow and the headline, “The level to which our staterooms are appointed simply underscores our long-standing belief.” Inside the gatefold is a woman in pajamas, lounging on a bed. Copy reads, “Practicality is overrated.”
Media spending was undisclosed but is estimated at $16 million. Ads are running in travel, epicurean, shelter and lifestyle magazines such as Travel & Leisure, Gourmet, Architectural Digest and The New Yorker.
Crystal’s campaign, from M&C Saatchi in Los Angeles, includes 60- and 30-second TV spots depicting acts of kindness and heroism in previous centuries that result in the reward of someone experiencing a present-day cruise on one of the client’s ships. One spot shows a maid trying on a bridal gown that is clearly not hers in what appears to be the colonial era. Her mistress walks in, sees her trying on the gown and places a tiara on her head. The maid gets married in the dress and headpiece, with her mistress watching. The scene shifts to the present where a woman, who was the mistress in the previous scene, is gazing out the window of a cruise ship. The tag: “You must have done something good in a past life to deserve luxury like this.”
The commercials are running in spot markets such as New York, Los Angeles, Miami and San Francisco on shows like Good Morning America, 60 Minutes and CSI, as well as on national programs on cable networks such as A&E, CNN, MSNBC, Fine Living and The Travel Channel. Media spending could not be determined.
Holland America, Crystal Cruises Change Course
