Celebrity Cruises, Jennifer Vieira, brand experience and partnership marketing manager, UK & Ireland
What makes Celebrity Cruises stand out in the category is the experience our guests discover when they come on board one of our 10 award-winning ships. Unfortunately we can’t bring our ships to London, hence experiential is a key part of communicating our modern luxury brand. Tapping into our brand pillars of exceptional food and wine, as well as our real grass lawn on board, we started bringing Celebrity Cruises to Londoners in an unexpected fashion.
We transformed a cold white space in the centre of London into a lush, grassy Lawn Club for a wine-tasting picnic with Oz Clarke, and took guests on a gastronomic and cinematic journey with our brand partners Great British Chefs for an exclusive screening of The Hundred Foot Journey. Multi-sensory experiences have grown hugely in popularity, so by recreating the guest experience on land, we’re able to bring our brand to life and tell our story in a unique and engaging way.
The results speak for themselves: we have boosted our brand consideration,integrity,understandingand awareness considerably.
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