Genoa, November 26, 2018 – Costa Cruises presents its new international advertising campaign with a new and exceptional protagonist: Penelope Cruz.
The Spanish actress will star in the Italian company's new commercial, a piece in which she will become a beautiful mermaid who, bewitched by the sound coming from a Costa, decides to board through a "magical passage" and thus experience the excitement and "happiness squared" of a cruise vacation.
As Luca Casaura , SVP Global & Strategic Marketing at Costa Cruises, explains : “ Penélope Cruz is the ideal representative for Costa Cruises because she perfectly embodies the spirit and beauty of a Mediterranean holiday aboard our ships. She is cheerful and genuine, and is also known for her great professionalism. In fact, the aim of this campaign is to communicate that a cruise is a magical holiday, the only one that allows travelers to discover the world from a unique perspective: the sea. So much so, that even a mermaid is enchanted enough to come aboard. Finally, the music, the original version of 'Sapote di sale' by Gino Paoli, becomes the perfect soundtrack that instantly evokes memorable holidays with true Italian style .”
The commercial, which will be available in 60", 30", 20", and 15" formats, is directed by Jaume de Laiguana. Strategic planning will be key, utilizing television (in Italy, France, and Spain), the company website, and digital advertising (in the main countries where Costa). In Spain, the full version of the commercial will premiere on December 3rd at 9:00 PM across all Mediaset platforms.
Music will be another key element in the success of this commercial: the original version of "Sapore di Sale" by Gino Paoli, one of the best and most beloved Italian songs of all time. This music will accompany the visuals to further emphasize the seaside holiday theme, as well as the company's Italian essence and its Genoese origins. In fact, Gino Paoli is one of the best-known representatives of the "Genoese school" that revolutionized Italian popular music starting in the 1960s.
In addition to the music, Genoa, the city where Costa has been based for 70 years, will be featured in the advertising campaign thanks to the inclusion of the “ Genova nel Cuore ” (Genoa in the Heart) logo, which will appear at the end of the ad in Italy, France, and Spain. “ This is another way to support our city during these difficult months. This action is part of a series of initiatives that Costa is undertaking to support Genoa, and it will lead to further developments in the coming months ,” Casaura added.
The new campaign starring Penélope Cruz, produced by the creative agency Young & Rubicam Spain, will be supported by a social media campaign and promoted with point-of-sale material in Costa.
Costa Cruises campaign “Benvenuti alla felicita²”
Credits
Creative Directors: Manu Diez, Albert Seguin, Victor Arriazu.
Business Account Director: Alessandro Venturelli
. Account Director: Amagoia Martiarena.
Account Executive: Lola Blasco.
Production Company: Laiguana.
Executive Producer: Sergi Ciurò
. Director: Jaume de Laiguana.
Photographer: Jaume de Laiguana.
Director of Photography: Marc Mirò, Dan Travers.
Editor: Jaume García.
Post-production: Antaviana.
Music: “Sapore di Sale” by Gino Paoli (1963)
