• 3 min de lectura
• 3 min de lectura
'It's about how Crystal makes you feel, not where our ships take you,' A&K Travel Group Chief Brand Officer Peter Chipchase said.
October 2, 2026
The campaign follows a day and night with Crystal, using dreamlike, impressionistic and sensory imagery. From left, morning, daytime and evening scenesIMAGES: CRYSTAL
Crystal introduced "That Crystal Feeling," its new global campaign that shifts the focus from where a journey goes to how it feels to travel with Crystal.
Dreamlike, impressionistic and sensory, the images capture the unhurried rhythm of life at sea, from morning through night, and the freedom that comes when there is nowhere else one needs to be.
At the heart of the campaign is the idea that Crystal is not just a way to see the world, it's the perfect place to step out of it.
While much of travel culture is built around maximizing every destination, experience and moment, Crystal offers a different perspective. With every detail taken care of and personal preferences met, travelers have the freedom to set their own pace, wander without a plan, linger over a meal, watch the world go by or do nothing at all.
While the destinations remain an important part of every Crystal journey, the campaign highlights that the experience on board is what makes the journey exceptional. From personalized service and award-winning dining to enriching entertainment and beautifully designed spaces, Crystal "creates an environment where guests can step away from the demands of everyday life and settle into their own rhythm."
"Today, we are surrounded by the idea that we need to do more, see more and make the most of every moment. With 'That Crystal Feeling,' we wanted to celebrate the luxury of doing the opposite," said Peter Chipchase, chief brand officer, Abercrombie & Kent Travel Group.
"It's the freedom to slow down, to wander without a plan, to linger a little longer and to let the world unfold around you. Ultimately, it's about how Crystal makes you feel, not where our ships take you."
The campaign follows a day and night with Crystal, using cinematic imagery and sensory storytelling to evoke the feelings of travel rather than simply depicting the places visited. Sunlight, sea, movement, dining, conversation, music and moments of quiet come together to create the impression of a journey where time feels expansive and the world can wait.
Developed by Crystal's in-house creative team, the newly launched campaign will run through September 2027 with new assets seen across global markets through connected TV, digital and online video advertising, print, digital out of home advertising and social media.
"We wanted the campaign to feel less like a traditional travel advertisement and more like a memory," Chipchase added. "A collection of impressions, sensations and emotions that transport you back to how it felt to be there."
