Costa Cruises has developed a new online communication platform aligned with its brand positioning with the launch of “Believers,” presented last October. The campaign portrays a Costa cruise as a unique and extraordinary way to explore the world, highlighting a range of elements that characterize the new offering. “Believers” will be developed through diverse content and projects with a multi-channel approach, representing a true communication platform that debuted with a bang with two new TV spots, which began airing on February 28.
For the central creative concept, the independent agency Herezie Milano aimed to break down common misconceptions about the cruise industry, such as the lack of time to explore a destination or the fear of incurring extra expenses. These misconceptions are directly expressed by the video's protagonists, who have never experienced Costa Cruises, during a brief interview. These prejudices are then dispelled as they discover what Costa offers its guests. The campaign, therefore, encourages viewers not to believe in cruise stereotypes, but, as the tagline at the end of the ad states, to believe in what they see with their own eyes.
“We launched this new campaign at a pivotal moment for our brand and for tourism in general, marking a fresh start not only in communication but also in business,” said Francesco Muglia, Vice President of Global Marketing at Costa Cruises. “We wanted to keep it simple and direct, starting with the barriers customers face towards cruises and highlighting the advantages of our product, which can transform skeptics into believers. The language used also brings back the irony and approachability that are part of our brand's DNA.”
Costa's new campaign is divided into different themes, each featuring a different protagonist depending on the product or service being presented and the country where it's being launched. To further enrich the message, and in line with the brand's positioning, the song chosen to accompany the visuals is the original version of The Monkees' "I'm a Believer," a title that perfectly reflects the brand's offering.
The agency Herezie Milano was chosen as Costa's strategic and creative partner for this new campaign, following an international competition. In Spain, the commercial has been airing on television, YouTube, and on Facebook, Instagram, and TikTok since February 28. Media planning for the campaign was handled by Mindshare Italia, Costa Cruises' global media partner.
