ANOTHER INDUSTRY FIRST – We helped Celebrity Cruises connect with lovers of cinema and travel across North America with a unique mobile cinema tour. The integrated campaign started by taking the story of Celebrity Edge on a cross-country journey.
We welcomed consumers, media, and influencers on the red carpet as they enter Celebrity’s state-of-the-art, custom-built 91-seat high-definition mobile cinema for a 15-minute cinematic experience, including a 3D animatic, reveal of Celebrity’s newest class of ships in nearly a decade – Edge Class. Inside, guests enjoyed sparkling wine and gourmet truffle popcorn and had the opportunity to win one of more than 50 modern luxury trip giveaways.
The “choose your destination” Green Screen photo experience inspired guests to sign up with Celebrity and picture themselves on a modern luxury vacation. Influencers posted IG stories of their first-hand experience. We also had an augmented reality station that would reveal “secrets of the ship” through your mobile device.
The ‘Leading Edge Mobile Cinema’ made 48 stops over 12 weeks and traveled more than 10,000 miles while sharing the story of the ship designed to leave the future behind with more than 50,000 highly-targeted guests.