Cruise Line & Cruise Ship
Crystal Cruises Launches A Pair of New Television Spots
Photo courtesy of Crystal River Cruises
Airing during the remainder of the presidential election coverage and shortly thereafter, Crystal Cruises has placed a pair of new TV commercials on CNN and Fox News. Leveraging the increase in viewing is one spot featuring Crystal’s classic ocean cruses and another focusing on the company’s new river cruises.
“Our guests are inquisitive, savvy individuals who remain engaged in the current state of affairs, nationally and worldwide, and we see a wonderful opportunity to showcase the wonderful Crystal Experiences that await them beyond the debates of the season,” says Crystal CEO and president, Edie Rodriguez. “The past year has been packed with firsts for Crystal, as we expand our experiences to meet and exceed the interests of a broader audience of discerning travelers. We are thrilled to share these experiences on a larger platform, and provide a visual glimpse into the internationally acclaimed world of All Things Crystal.”
READ MORE: What's Next For Crystal Cruises?
Each 60-second commercial takes a relaxed approach as Rodriguez hosts them with a calming voiceover. Rather than rely on any marketing ploy, the ads are refreshingly straightforward, simply outlining onboard features and destinations ashore.
Let’s check out both, embedded below.
The first looks at the award-winning ocean product aboard the Crystal Serenity, which recently completed its inaugural Northwest Passage run, and Crystal Symphony, which I will soon be covering and sharing on a Thanksgiving California Coastal sailing in just a couple of weeks. It’s great to see fresh footage from the Arctic Circle included as other lifestyle images reflect the line’s prized service, accommodations, dining and entertainment.
Newly showcased are Resorts World at Sea, part of Crystal’s Genting parent company family of casinos. Pleasantly surprising is the commercial’s focus on family travel as its kids facilities and programs once took a backseat to other offerings back when I was a child onboard Crystal. Overnight stays are also appropriately featured as part of the line’s large array of 5- to 128-night international sailings.
Crystal River Cruises
Crystal River Cruises is just getting started with the singular Crystal Mozart for now and several custom-built river yachts to soon follow. The commercial wonderfully features the most video I’ve seen of the Mozart yet, and even as a converted vessel, she shines bright with luxurious Crystal flourishes.
From a hardware standpoint, the ship’s exterior is nowhere near as dynamic as the designs expected from the upcoming Crystal Bach, Mahler, Debussy, Ravel and more, but the elegant pop-up bar is especially captivating as are the plush interiors where the software matters most.
READ MORE: First Look at Crystal Mozart
The only message that remains somewhat contradictory is the notion that Crystal’s all-inclusive product is all-exclusive. There must be a clearer way to convey the company’s exclusivity without unintentionally cancelling out its inclusive features. Nonetheless, it continues to astound that these commercials only account for a fraction of the travel portfolio’s massive expansion.
More by Jason Leppert
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