Crystal has unveiled its new global brand campaign, That Crystal Feeling, that promises to shift the focus to how it feels to travel with Crystal.

The campaign highlights the unhurried rhythm of life at sea whereby Crystal is not just a way to see the world, but a journey to be enjoyed.

While much of the travel culture is built around maximizing every destination, according to a statement from Crystal, it will instead offer a different perspective: “With every detail taken care of and personal preferences met, guests can enjoy the freedom to set their own pace, wander without a plan, linger over a meal, watch the world go by or simply do nothing at all.”

While destinations remain an important part of every Crystal journey, according to the cruise line, the experience onboard is what makes the journey exceptional.

“We want the campaign to feel less like traditional travel advertising and more like a memory,” commented Peter Chipchase, chief brand officer for the Abercrombie & Kent Travel Group, parent company of Crystal. “This is a collection of impressions, sensations and emotions that transports you back to how it felt to be there. ‘That Crystal Feeling’ is something you experience rather than something you simply describe.”

Developed by Crystal’s in-house creative team, the campaign launches Oct. 1 and is scheduled to run through Sept. 30, 2027. It will run across global markets through connected TV and online video advertising, print, DOOH (digital out of home advertising) and social media.