Crystal Cruises | Company Profile, Marketing Contacts, Media Spend, Brands
Crystal Cruise Lines is an award-winning luxury cruise ship line. The company is headquartered in Los Angeles, CA, with worldwide destinations including Europe, New England & Canada, South America, Africa, Asia, Australia & New Zealand and the Caribbean. Crystal Cruises is owned by Nippon Yusen Kaisha (NYK), one of the largest and most successful shipping companies in the world.
|Main Telephone||(310) 785-9300|
|Main Fax||(310) 785-3891|
Crystal Cruises ContactsContacts (5/9)
|Tom W.||President & Chief Executive Officer||CA|
Sample of Associated Brands
|Carmen C.||Senior Vice President, Marketing & Sales||CA|
|Helen P.||Vice President, Marketing & Sales - Crystal Yacht Cruises||CA|
|Myrna G.||Vice President||CA|
|Kim G.||Vice President, Sales & Strategic Partnerships||CA|
|******* *******||******** ****** & *******||digital, social, direct mail||1998||present|
|******* *******||**** ********||Public Relations||2016||present|
|******* *******||****** *****||Media Buying, Media Planning||2016||present|
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Digital, Print Opps: Crystal Cruises named North American PR AOR ahead of brand extensions
Subject: digital, print, social media, luxury
Company:Crystal Cruises, headquartered in LA, is a luxury cruise ship line with worldwide destinations including Europe, New England & Canada, South America, Africa, Asia, Australia & New Zealand and the Caribbean.
Opportunity: Named Finn Partners, NY as PR AOR for North America. Finn will oversee the promotion of the cruise line as the company prepares for the largest expansion in its 25-year history. Specifically, Finn Partners will handle media relations, strategic partnerships and alliances, marketing promotions, brand and image management and special events. Crystal is undergoing a huge expansion (yacht cruises will begin in December), so pitch integrated platforms that will tout Crystal’s brand extensions.
Focus especially on digital as the luxury cruise line’s presence there has increased greatly over the last year. Lifestyle and travel sellers with a luxury focus will have the upper hand here. According to The List, Y&R is creative AOR.
Expansion Plans & New DMs: Crystal’s expansion will include new ships and “luxurious explorations and adventures for ocean, expedition, river, yacht and air,” said CEO Edie Rodriguez. As a part of the expansion, Helen Panagos has been appointed VP of marketing and sales for the new Crystal Yacht Cruises. In this role, she will be responsible for all marketing and sales efforts in the company’s first-ever brand expansion. Additionally, she will play a “vital role” in the marketing direction of other special-branded projects.
Other expansion plans include the addition of Crystal River Cruises (set to launch in spring 2017); Crystal Luxury Air (via a Boeing 787 Dreamliner set to launch in 2017); and Crystal Exclusive Class (a new type of ocean cruise vessel with a late 2018 launch date).
Media Spend: Kantar Media reports that Crystal Cruises spent $5.9 million on measured media in 2014 – up 16.9% from 2013. The majority of this – $5.3 million – was allocated to print ads (magazines such as Coastal Living, Conde Nast Traveler, Departures, Elle, Elle Decor, Food & Wine, Forbes Life, National Geographic Traveler and Travel & Leisure).
Digital Breakdown: Per Moat, Crystal Cruises has run nine standard display ads across 417 publishers so far this year (<1% mobile). Top ad destinations include cruisecritic.com, nationalgeographic.com, travelandleisure.com and foodandwine.com (so, largely the same properties that print ads are running with). Over the same period in 2014, only 11 creatives ran across 17 publishers.
When compared to luxury cruise competitors (Silversea, Cunard, Regent Seven Seas, Oceania and Azamara Club), Crystal Cruises digital SOV is 6.4% (No. 3) across all publishers. It does grow to 21.7% across the top 100 publishers, though. Buys have remained relatively even so far this year, with a dip in June.
11755 Wilshire Blvd.
Los Angeles, CA 90025
Senior Vice President, Marketing & Sales
Vice President, Marketing & Sales – Crystal Yacht Cruises
1501 Biscayne Blvd. (Omni Bldg.)
Miami, FL 33132
301 E. 57th St.
New York, NY 10022
Managing Partner (leading Crystal Cruise account)