Seven brands on experiential: Celebrity Cruises

Celebrity Cruises brought its Lawn Club to commuters at London's Waterloo station earlier this year
Celebrity Cruises brought its Lawn Club to commuters at London's Waterloo station earlier this year

Celebrity Cruises' Jennifer Vieira reveals why experiential is key to a modern luxury brand.

Celebrity Cruises, Jennifer Vieira, brand experience and partnership marketing manager, UK & Ireland 

What makes Celebrity Cruises stand out in the category is the experience our guests discover when they come on board one of our 10 award-winning ships. Unfortunately we can’t bring our ships to London, hence experiential is a key part of communicating our modern luxury brand. Tapping into our brand pillars of exceptional food and wine, as well as our real grass lawn on board, we started bringing Celebrity Cruises to Londoners in an unexpected fashion.

We transformed a cold white space in the centre of London into a lush, grassy Lawn Club for a wine-tasting picnic with Oz Clarke, and took guests on a gastronomic and cinematic journey with our brand partners Great British Chefs for an exclusive screening of The Hundred Foot Journey. Multi-sensory experiences have grown hugely in popularity, so by recreating the guest experience on land, we’re able to bring our brand to life and tell our story in a unique and engaging way.

The results speak for themselves: we have boosted our brand consideration,integrity,understandingand awareness considerably. 

For more brand stories from the likes of PropercornLush and 9Bar, plus industry trends and insight, download for free: Event’s 2016 Brand Experience Report as a PDF

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