More From Crystal: Luxury Jet, Ad Campaign, Updated Logo
Crystal Cruises isn’t finished with its unprecedented expansion. The latest announcements from CEO Edie Rodriguez include acquisiton of a 13-seat, über-luxurious private jet for charter, a new high-fashion ad campaign, the first Crystal TV commercials in memory, and a freshened-up company logo.
Rodriguez shared details with travel partners and press aboard the Crystal Esprit, the new 62-guest yacht christened Dec. 20 in the Seychelles.
Here are the latest reveals in a nutshell.
• The Bombardier Global Express jet, which has already been painted with the Crystal logo, can fly at 51,000 feet and operate 18-hour flights non-stop. It has a luxurious décor with wood accents, Wi-Fi, conference tables, work stations and, get this — Crystal butlers trained as flight attendants. Rodriguez envisions it being chartered by a group to fly to the Seychelles, for example, saying the price per person would be similar to the $18,000-20,000 fares for first-class tickets on Emirates airline.
• The new advertising campaign launches Dec. 22 and features models wearing couture gowns and suits in global destinations, against a backdrop of the Hong Kong skyline, for example, or on a mountain in New Zealand with a butler approaching with two flutes of champagne on a silver tray. No cruise ships are seen. Rodriguez called the style of the campaign “high-end fashion chic. … They are high-fashion ads that go head-to-head with Louis Vuitton, Hermes and Dior.” They’ll appeal to many women, she says, who for the most part are the decision-makers on travel. The ads will be transferred to TV commercials in the first quarter of 2016.
• The company logo was freshened up with a sans-serif font, and the seahorse graphic stays (above). It will be used in conjunction with the new products, including Crystal Yacht Cruises, Crystal River Cruises, Crystal Luxury Air and so on. The new “All Exclusive” tagline will promote a new luxury take on all-inclusive: “Where All Inclusive is All Exclusive,” “All Exclusive Means There’s Always Room for More,” “All Exclusive Means Time to Yourself is the Greatest Luxury of All,” and “All Exclusive Means No Velvet Ropes Anywhere.”
• Rodriguez said 96 percent of Crystal’s business is booked by travel agents. The new products, such as the Crystal Esprit yacht, likely will result in some younger clients, which will add to the loyal Crystal clientele. She compares it to the Lady Gaga-Tony Bennett duets: “Two generations meshing beautifully together.”
Rodriguez promises this isn’t the end of Crystal product additions and improvements. Stay tuned.
More by Theresa Norton
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