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New Costa advertising has 'Italy's finest' theme

Costa Cruises is mounting a major international advertising campaign with the tagline 'Italy's finest,' on television, in cinemas and online. Following the launch in Italy on Dec. 21, the campaign will kick off in Germany, France, Spain, Switzerland and Austria.

In North America, the campaign will be focused online with Facebook as the primary medium and additional online placements in travel trade and consumer outlets.

'Our company has 66 years of history in Italy, so we looked back at our roots and decided to focus on Italy and the finest things it offers: passion, style, quality, hospitality,' said Costa's Norbert Stiekema, evp corporate sales and marketing. 'The new campaign is based on the idea of a rediscovery of Italian excellence. On board our ships in any part of the world it is always possible to find Italy's finest products and services.'

Commercials of 60, 30 and 15 seconds are scheduled for television and radio, at cinemas and online. The campaign will involve print media as well as in-store activities, where the main theme of the ads will be adapted to the context.

The 'Italy's finest' lifestyle is reflected in moments of a cruise on a Costa ship, such as having breakfast, going to a party, having an aperitivo, enjoying lunch or watching a show. These experiences are conveyed with phrases like 'How do you say "breakfast" in Italian? Colazione. How do you say 'party' in Italian? Festa.'

The commercial was shot on board Costa Favolosa, with some scenes captured on the open-air Promenade of Costa Diadema, the new flagship that entered service Oct. 30. The commercial was directed by Federico Brugia, and the music is by Philip Abussi.

The campaign has been executed by Havas Worldwide Milan, under the direction of Costa's Davide Chiodini, international brand director, and Andrea Cortese, marketing director Italy.