Celebrity Cruises has invested a “seven-figure sum” in a national marketing campaign which will include a TV ad during The Great British Bake Off.
The advert – called Wonder Awaits – will air on Christmas Day during the break on the hit Channel 4 show, as well as on Sky and ITV for around 10 weeks.
The full media campaign comprises of TV, digital, video on demand, social media, print, and ‘out of home’ advertising, including a digital landscape screen at Waterloo Station.
It is designed to drive national awareness of the brand as well as Celebrity Edge and incoming sister ship Celebrity Apex, which due to launch in March.
The Wonder Awaits advert first debuted in cinemas in September. It follows a female passenger around Celebrity Edge as she discovers different public spaces around the vessel.
Jo Rzymowska, vice president and managing director UK, Ireland and Asia, said: “2020 is shaping up to be even more exciting as we welcome Celebrity Apex into Southampton this March.
“This sensational media campaign and our exciting plans for the year ahead demonstrate our commitment to growing the brand in the UK and Ireland, and supporting the trade as they continue to help us on this journey.”
Wonder Awaits is the first campaign created by creative agency Lucky Generals.
More: Video: Celebrity Cruises launches ad to air in cinemas