Celebrity Cruises may sound like one of those dodgy five-dollar maps you buy on Sunset Boulevard to find out where Tom Cruise lives – but it’s actually a super-luxurious cruise company that has some of the finest food ever eaten at sea.  

They asked us to help broaden the understanding of Celebrity Cruises’ offering by appealing to a ‘yet to cruise’ audience, whilst simultaneously attracting affluent, existing cruisers who are ‘new to brand’. We decided to focus on the brand’s culinary credentials and showcasing the exceptional customer service available on board their ships.

We made print advertorials, interactive digital articles and video, and distributed these across the most relevant platforms in The Times portfolio. Well-respected ‘cruise sceptic’ TV food personalities Selasi Gbormittah and Rebecca Seal explored the culinary experience onboard a Celebrity Cruise and provided an authentic voice, expert advice and inspiration for The Times readers throughout the 7-month partnership.

Readers who recalled the campaign were 129% more likely to claim Celebrity Cruises as one of their favourite cruise companies, 84% more likely to consider booking a cruise with Celebrity, and 124% more likely to recommend Celebrity Cruises, then pre-readers. Furthermore, the co-branded ‘A Taste for Travel’ content was described as ‘high quality’, ‘informative’ and ‘well presented’.

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