Cordelia Cruises
A 360-degree campaign designed to establish not just a brand, but an entirely new category of travel within the Indian market.
The Campaign
Destination of Your Dreams
90 SEC
Master Film + Adaptations
100+
Print Creative Rollouts
50+
OOH Creative Rollouts
180,528
Followers Added Since Campaign Launch
157%
Audience Growth
The Challenge
While cruise culture was well established globally, Indian travellers remained hesitant to adopt it. The brief was as open-ended as the wide open sea: uncover the barriers preventing travellers from embracing cruise vacations and identify what it would take to shift perception at scale. Before building preference for Cordelia Cruises, we first had to build understanding of the category itself.
The Approach
Research helped us uncover the key barriers to adoption: limited awareness of what a cruise holiday actually offered, low familiarity with life onboard, deep-rooted trust barriers surrounding safety, seasickness and life at sea, and the perception of cruises as transportation rather than a destination.
The Idea
Most travellers viewed a cruise as a means to reach a destination. Our opportunity was to shift that perception entirely. By showcasing a beautiful life onboard - filled with entertainment, hospitality, dining and escape - we repositioned the ship itself as the destination. Destination Of Your Dreams. A world where the holiday begins the moment you step onboard.
My Contribution
The Film in Action
Shot aboard a fully operational cruise ship, some thousand nautical miles into the Bay of Bengal.
The film captured the scale, excitement and aspiration of life onboard, creating undeniable FOMO around a category many travellers had never experienced before.
For me, the project marked an action-packed introduction to large-scale production, on-set coordination and post-production.
Amplification
100+
Print Creative Rollouts
OOH
50+
Outdoor Creative Rollouts
Paid Media
30s / 15s / Bumpers / Static / Carousel
Paid media adaptations
Beyond The Campaign
From introducing life onboard and decoding cruise culture, to putting captains, crew and guests in the spotlight, to turning the crew into guest actors and even summoning Santa if necessary, every frame was designed to create a little more FOMO than the last.