Isn’t It Time To Enjoy?

The Challenge: How do we expand the current “Isn’t it Time” campaign to attract a younger target demographic (ages 40-55) and shift their negative preconceptions about cruising?

The Solution: Highlight the “New Luxury” offerings onboard Celebrity Cruises ships and show how guests can enjoy little moments to themselves.

CW: Dylan Hubert & Joe Egan AD: Naomi Lee & Ken Wu

Stunt: Restaurant Takeover

Celebrity boasts some of the finest dining you can find. Only issue is, in order to try it, you have to already be on the ship. That’s why we are bringing the food ashore in a memorable way.

It starts with vouchers handed out to our target demographic in the five target cities of Boston, New York, Philadelphia, Baltimore and Hartford. The vouchers are an invitation to a one-night-only dining experience by Michelin-starred Chef Daniel Boulud.

This fine dining experience is exactly what our target demographic is ready to enjoy in their lives, but they aren’t aware that it’s available on the open seas. That’s why, at the end of dinner service, we reveal that this fine dining experience is actually exactly what you can expect on a Celebrity Cruises ship.

This stunt would shatter preconceived notions of what cruises have to offer and could provide great publicity and video opportunities to be able to market what “New Luxury” aboard Celebrity ships is all about.