Die neue Kampagne lässt Costa in TV-Programmen in Deutschland, Italien, Frankreich und Spanien ausstrahlen.

„Wir möchten auf jeder Kreuzfahrt die Erwartungen unserer Gäste übertreffen. Die höchste Qualität unserer Angebote kann so unvergessliche Momente und damit einzigartige Emotionen erzeugen“, beschreibt Francesco Muglia, Vize-Präsident Global Marketing & Source Markets, die Begeisterung von Costa Kreuzfahrten für Gäste aus ganz Europa und den Ansatz der neuen Kampagne.

TV Spot (Video Costa)

TEASER

https://youtu.be/SLrayBeyDQM

SUNSET

https://youtu.be/5CXwGIm2vlM

The new strategy- a logical progression of the work that has been done to date – was developed as a result of our observation of consumer behavior, the socioeconomic environment, and is intended to be a response to their needs and desires.

The creative concept behind the new strategy, curated by Herezie, is based on the idea that the best way to narrate the experiences lived on a Costa cruise, in which sea and destinations are uniquely combined, is precisely through the emotions that they arouse in guests. Wonderful moments in which guests are left speechless, as the emotions felt are so strong and unique that they cannot even describe them. A concept that finds its answer in the brand’s new signature, "Live Your Wonder".

"At the heart of every Costa innovation is the human experience in the broadest sense. Going beyond the expectations of our guests, proposing high quality experiences capable of eliciting unforgettable emotions, has always been our ultimate goal. The platform’s new creative concept has been able to capture precisely that indescribable moment when our guests experience unique emotions on holiday with Costa, so captivating they leave them speechless" – said Francesco Muglia, Costa Cruises’ Vice President Global Marketing & Source Markets.

"This strategic and creative evolution seeks to place consumer’s needs and emotions at the center, as Costa takes on the role of the enabler of unforgettable experiences onboard our ships. Nowadays, a brand that wishes to be relevant in consumers‘ daily lives must offer, in addition to its products and services, a higher, intangible value: namely, emotions. After all, emotions are what enrich people’s lives as they turn into unforgettable memories” – said Lorenza Montorfano, Costa Cruises’ Brand and ADV Director Global Marketing.

The campaign aims to become a truly comprehensive and substantial platform along the entire consumer journey, which will feed, in a perfectly synergetic way, the company’s different communication channels in the four main European countries where Costa operates: Italy, France, Spain andGermany.

The commercial was launched between September 24^th and 25^th with a "teaser" subject in all markets. A number of thematic segments will follow, revealing the various proposals for onboard experiences at the forefront of the market.

The musical track "I am a Believer" which has been accompanying Costa’s recent campaigns, is also featured in this new commercial, where it takes on new and varied forms.

The flexibility of the new communication platform makes it possible to preside over different media with grammar and language native to the channel itself, from television copy to digital video platforms, to activations on the ground with DOOH, to spontaneous and innovative content developed for social channels by content creators.

The campaign’s omnichannel media planning was carried out by Mindshare Italy, Costa Cruises‘ global media partner.

Credits:

Costa Cruises

Francesco Muglia, Vice President Global Marketing & Source Markets

Lorenza Montorfano, Brand and ADV Director Global Marketing

Maite Montanari, Brand and ADV Manager

Ginevra Mattioli, Head of Social Media

Maria Teresa Vezzolla, Omnichannel Media Director

Martina Modenesi, Omnichannel Brand Strategy & Media Intelligence Director

Herezie

EO: Andrea Stillacci

CCO: Paul Marty Etienne Renaux

ECD: Lorenzo Branchi, Nico Carrassi, Dario Marongiu

Art Director: Antonio Castellano

Client Lead: Barbara Maggioni

Account Manager: Eléonor Michel

Head of Production: Silvia Cattaneo

The Box Films

Ex. Producer: Antonio Cappuzzello

Sr. Producer: Nadia Macri / Matteo De Giacomo

Post Producer: Elisa Colombo

Director: Pedro Pinto

DoP: Olmo Sobrino

Editor: Marco Battiloro / Noemi Sabella

Music cover: Magma Music Agency B.V.

The campaign was supervised by VA Consulting as Production Advisory

Production Advisory: VA Consulting

Marketing Advisor: Alessandro, Stefano Arbitrio

Global Production Advisor: Alessandra Pasquini

Mindshare  

Roberto Binaghi, Chairman & CEO Mindshare Italia

Andrea Bucchieri, Account Director & Global Lead

Valentina Baccega, Digital Lead