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Miles Traveled
Months of Events

Develop an experiential brand activation program in which Celebrity Cruises can showcase its newest line of ships – Celebrity Edge℠

Innovative Group brought in their Traditional suites to create a VIP hospitality village, in order to provide the foundation for a revolution in luxury tailgating. Eight Suites adorned the green space right outside Raymond James Stadium, all complete with private catering, DJ, games, and ample beverage stations to keep the good times flowing. The Governor of Alabama and the University of Alabama President used this unique tailgate village to host many of their guests so it was imperative to create something special with extra comfort, extra prestige, and extra premiums. Crimson was definitely the color of choice that day

Innovative Group conceptualized an experiential brand activation that brought the Celebrity Cruises Leading Edge Tour from the West Coast to the East Coast, up into Canada and many stops in between. Over a 3-month program, IG took the story of Celebrity Edge℠ on a cross-country journey, made 48 stops, and traveled more than 11,000 miles.

At each tour stop, attendees were welcomed into Celebrity’s state-of-the-art, custom-built 87-seat high-definition mobile cinema for a 14-minute cinematic experience.

From an engagement marketing perspective, guests also enjoyed beverages and custom-crafted gourmet truffle popcorn, while at the same time, they were able to travel to their favorite destination through our green screen magic.

The tour launched at the Sonoma International Film Festival and made many stops along the way: California Jazz & Wine Festival, California Wine Festival, Arlington Heights Promenade of Art, the Celebrity Cruises Corporate Office in Miami, and the Toronto Wine & Spirits Festival, just to name a few.

  • Brand Experience
  • Customer Experience/Loyalty
  • Direct-to-Consumer Marketing
  • Experiential Engagements
  • Strategic Alliances
  • VIP Hospitality
  • Mobile Activation Assets
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IG was a joy to work with through every step of the way. I am so proud to have been part of this fabulous team from Celebrity Cruises, IG, and Relevance. Having done events for so many years, I know how rare it is to find such a supremely compatible team with the magic combination of talent, ability to work both hard and smart, and a commitment to making the guests’ experiences memorable. Plus the ability to have fun through it all!

June Miller Richards Relevance Public Relations

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