1 Jan 2017
X. The mark of inspired cruising.
Despite holding the mantle as the most awarded cruise line in Australia, and its ship Solstice being voted the best cruise ship, Celebrity Cruises was suffering both low awareness and no brand differentiation.
Using the X from the Celebrity logo as the mark of inspired cruising, we created an integrated campaign that highlighted the unique and delightful experiences on a Celebrity cruise. Combined with evocative language and elegant imagery, the campaign established the Celebrity X as the symbol of cruising excellence.
Since launching the campaign brand awareness has grown to an all-time high, sales have increased and Celebrity has won many more accolades including Cruise Critic Best Cruise line for Dining 2016, Critic Best Cruise line for Suites 2016 and AFTA Best Cruise Ship 2015.