A message from Crystal president & CEO, Edie Rodriguez
I believe strongly that if a company does not continue to evolve, that company will eventually fail. That’s a simplified way of explaining one of the many inspirations behind Crystal’s past year of exciting developments and news, as we embarked on the most significant brand expansion in luxury travel history in July 2015. With such evolution brings an expanded story, both, for our company and our guests. As our company grows, so too do the offerings we can present to travelers, and so does the audience of travelers with whom we connect.
Amongst all the “new” happenings with Crystal, you may have noticed the new look that accompanies these developments. However, our recently launched “All Exclusive™” brand campaign is far more than an aesthetic endeavor with updated website and brochure images. This campaign embodies the very mission of our company’s expansion and all the new experiences it encompasses. With a single phrase, we’ve taken a common industry term – All Inclusive – and reshaped it to communicate something bigger, bolder and unprecedented.
For the 25+ years of Crystal’s existence, we have been pioneers in the luxury cruising industry, offering the world’s most discerning travelers options that truly set their Crystal global experiences apart from others. Along the way, we have introduced countless exclusive offerings that guests can only enjoy during a Crystal vacation, from boutique adventures ashore to shipboard amenities. Savvy travelers expect a standard of excellence from Crystal that can only come from Crystal.
The “All Exclusive™” campaign exemplifies this standard, with an aspirational aesthetic reminiscent of designer fashion and stylish photography to express a powerful message: that Crystal is where travel dreams come true. Of course, as with any brand campaign, there will be new imagery to inspire your next journey, new logos to represent our growing family – Crystal Cruises, Crystal Yacht Cruises, Crystal River Cruises, Crystal Exclusive Class Ships & Residences, and Crystal Luxury Air – and many new opportunities for our guests to experience the world with us. We look forward to traveling with you beyond this new look, into what lies ahead for the world’s most awarded luxury cruise line.
Our aim with this campaign – and with our recent expansion – is to capture the adventurous spirit, discerning preferences and cravings for new horizons that luxury world travelers share, and to let our guests know that we get it. We get you, because we are you. We treasure the lasting memories that can only come from pushing one’s boundaries to the far reaches of the globe. We value personal service and added special touches. We will continue to evolve so that you can continue to evolve with us as we journey together.
And we cannot wait to welcome you to Crystal, where “All Inclusive” is All Exclusive.