LuxuryLuxury Travel

Crystal campaign focuses on personal experiences


Crystal has launched a new marketing campaign, its first since Tom Wolber became CEO in September 2017.

The campaign theme "Where Luxury is Personal" will avoid platitudes about luxury and instead focus on how luxury "is defined by each traveler, making the experience wholly individual," Crystal said.

One ad features a father and son making new discoveries in China together as they simultaneously discover each other. Another features friends separated by distance but reconnected by a shared journey afar.

"The heart of Crystal is our people -- the Crystal family, both our guests and crew -- and this new campaign will shine a spotlight on this family," said Carmen Roig, Crystal's senior vice president of marketing and sales.

The new branding campaign spans all products -- Crystal Cruises, Crystal River Cruises, Crystal Yacht & Expedition Cruises, Crystal Luxury Air and Crystal AirCruises -- and will be seen across multiple print and digital media platforms beginning this month.

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