Celebrity Cruises faced a crowded marketplace and the public perception that all cruises were the same. Needing to reinvigorate its brand and create marked points of differentiation, the cruise line called upon PGR Media to create a unique integrated campaign.
PGR Media helped Celebrity Cruises forge a brand alliance with Bravo’s Top Chef. By showcasing the luxurious ship and cuisine, the cruise line tapped into a premium target audience and helped eliminate many of the misconceptions of cruising.
The integration garnered strong brand recall results:
- Exceeded the transportation and travel product placement norm by +113% for brand recall and +160% for brand opinion lift.
- Standard ad brand recall was +114% higher for episodes that contained the integration versus those that did not.
The campaign delivered 41MM digital impressions and captured 49,625 clicks:
- There were a total of 39,903 total sweepstake entries of which an average of 93% were unique each week.
Celebrity Cruises has continued its relationship with Bravo’s Top Chef in 2013, 2014 & 2015