CHALLENGE

Costa Concordia wanted to challenge the perception that ocean cruising was an old-fashioned style of vacation, more suitable for older generations. The Costa Concordia brand had also suffered heavily due to a tragic accident in 2012. This negative PR had caused great damage in particular to cruise sales. The challenge was to put cruises, and he Costa Concordia back in the consumer's mind in a positive light, and cruises back on the menu as a fantastic vacation option for all. 

 

WORK

A strategy was created based on three pillars: traveling as an experience beyond the ship. Resurgence of the Italian DNA. Lean on a great celebrity who represented an accessible and aspirational luxury for a young family goal.

 

ART DIRECTION

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TV / OUTDOOR