The concept behind the new strategy, curated by advertising services company Herezie, is captured in the new ‘Live Your Wonder' signature, It is based on the idea that the best way to narrate the experiences lived on a Costa voyage is through passengers’ emotions.
Focus on four main markets
The campaign is intended to be visible along the entire consumer journey, feeding into the line’s different communication channels in the four main European countries where Costa operates: Italy, France, Spain and Germany.
The commercial was launched between September 24 and 25, with a ‘teaser’ subject in all markets. A number of thematic segments will follow, revealing various onboard experiences.
The 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.
Flexibility of Costa’s new communication platform will mean it is 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 digital out-of-home media, to spontaneous content developed for social channels.
Reactions from Costa
‘... Going beyond the expectations of our guests, proposing high quality experiences capable of eliciting unforgettable emotions, has always been our ultimate goal,’ said Francesco Muglia, Costa Cruises’ VP global marketing & source markets. ‘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...’
Costa Cruises’ brand and ADV director of global marketing, Lorenza Montorfano, added, ‘This strategic and creative evolution seeks to place consumers’ 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…’
The campaign's omnichannel media planning was carried out by Mindshare Italy, Costa Cruises' global media partner.