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Costa launches ad campaign featuring singer-songwriter Shakira

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A TV campaign featuring singer-songwriter Shakira will be rolled-out in Italy, France and Spain, as well as via the web and digital advertising
Costa Cruises is launching an international ad campaign to be aired on TV, in social media and on the web, featuring singer-songwriter Shakira.

The central theme will be happiness, building on the concept of the slogan used in the two previous campaigns: Welcome to happiness.

Shakira will talk about the emotions, moments and sensations that make her happy, and through a porthole - a metaphor for Costa ships - Costa's destinations and the sea will appear from this unique viewpoint.  

Just like in the previous adverts, music will play an essential role and will be highly recognisable: the song "Il mare" (the sea), a cover version by Italian singer Raphael Gualazzi of the classic “La Mer” by Charles Trenet, specially recorded for the occasion.

Luca Casaura, Costa Cruises' global & strategic marketing svp, explains: 'This is a campaign that means a lot to us, because it’s the first important result of our new positioning. Shakira will show us what we call “floating emotions”: in other words, the emotions we might feel if we go on holiday with Costa, when we discover, or even rediscover, things from a truly unique viewpoint, that of the ship, together with the people we love.'

The film, which will be shown in 60", 30", 20" 15", 10" formats, was directed by Jaume de Laiguana, the director of some of Shakira's most famous music videos.

The roll-out will be on TV (in Italy, France and Spain), as well as via the web, digital advertising and DEM (in all the main countries Costa is active in).

The campaign will also be supported by a social media activity.

The new Costa Cruises communications campaign was created in collaboration with the Young & Rubicam advertising agency in Spain, led by the executive creative director, Manu Diez.