Costa Cruises presents new international advertising campaign that features Penelope Cruz. The popular Spanish actress is due to star in the line’s clip as a mermaid who, bewitched by the sound of a Costa Cruises ship, decides to go onboard via “magic passage” and experience the “happiness squared” part of a cruise holiday.
The clip is directed by Jaume de Laiguana and will be available in 60″, 30″, 20″ and 15″ formats. Planning is important, using TV in particular (in France, Spain and Italy) as well as digital advertising, direct marketing (in all main countries where Costa Cruises operates), and the web. The full version of the film will be aired for the first time in Italy on December 2 at 9.00 p.m., on Mediaset networks, preceded by the teaser below.
The music is another distinctive element for the success of the film: it is the original 1963 version of “Sapore di sale” by Gino Paoli, one of the best-loved Italian songs.
In the addition, Genoa, where Costa Cruises is headquartered for the past 70 years, is also to be featured in the campaign with the “Genova nel Cuore” logo (“Genoa in our heart” logo).