Glossy magazine-style photo shoots, a new tag line and refreshed logo were unveiled at Crystal Cruises’ 25th Sales Gala.
The new look extends across all promotional material including brochures, direct mail, print advertising and a redesigned website.
Nitsa Lewis, the line’s vice president of marketing, announced the changes at the sales convention onboard Crystal Symphony. The 200 delegates attending the meeting watched a video of the aspirational photography featuring models in exotic locations.
Crystal has also adopted the new tag line ‘where all inclusive is all exclusive’ to promote its luxury experiences.
Lewis said: “In a single phrase we have taken a common travel industry term and reshaped it to communicate that there’s now something bigger, bolder and unprecedented.”
The redesigned website is currently being rolled out and will be complete by the end of May. Lewis said it would be easier for agents to navigate and include more intuitive and responsive features such as a cruise calendar searchable by date, ship and destination.
As part of the new brand campaign the company’s distinctive sea horse logo, which has been used for the past 25 years, has been refreshed and a new type face is being used for the logo to give it a more contemporary look.