Windstar Cruises launched the "You Deserve" campaign, evolving from an initial concept focused on the "Greatest of All Trips" (G.O.A.T.). This campaign aimed to inspire travelers to embrace life and reward themselves with exceptional cruise experiences in the wake of the COVID-19 pandemic.

In a post-pandemic world where many travel brands were promoting "go big" messaging, Windstar needed to differentiate itself while addressing travelers' desire to make up for lost time. The challenge was to appeal to highly successful, culturally curious cruisers who were eager to travel again but faced an overwhelming array of options.

The creative strategy shifted from the initial G.O.A.T. concept to focus on the idea of deserved luxury and unique experiences. This approach tapped into the human truth that people felt they had missed out on life's pleasures during the pandemic and were now ready to treat themselves.

The campaign evolved from asking "Is there any other way to have a G.O.A.T. year than on a Windstar cruise?" to asserting "You Deserve a Windstar Cruise," emphasizing earned indulgence and exceptional travel experiences.

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