Costa Cruises wanted to challenge the perception that ocean cruising was an old-fashioned style of holiday. The Costa Cruises brand had also suffered greatly due to a tragic accident in 2012. This negative publicity had caused great damage, so the challenge was to put cruising, and Costa Cruises, back into the consumer’s mind in a positive way. A strategy was created based on three pillars: travel as an experience beyond the ship. Revival of Italian DNA. Relying on a major celebrity who represented accessible and aspirational luxury for a young family.