MIAMI, Sept. 9, 2021 /PRNewswire/ -- The new-luxury
travel brand, Celebrity Cruises, today launched a
multi-million-dollar global advertising campaign enticing
all consumers to reawaken their wanderlust and reconnect
with the people and the world around them.
With the tagline, "Journey Safe, Journey
Wonderfull," the campaign powerfully taps
into the transformative wonders of experiencing the world from the
perspective of a Celebrity ship. The campaign blends new luxury
experiences with places and people at its heart, doubling down on a
message of inclusivity.
The campaign's television spot opens by posing the question,
"How many precious moments have we missed?", before
taking the viewer on a journey filled with experiences and wonders
one might not immediately associate with a cruise.
Set to a remix of Louis
Armstrong's iconic life-affirming ballad "What a Wonderful
World," the spot draws on the lyrics, enticing the viewer at every
moment to return to experiencing the fullness of
life.
The spot also reminds viewers that there are new safety
considerations in today's travel environment that Celebrity Cruises
takes seriously. Like many other travel brands, Celebrity Cruises
paused its operations in March 2020
as the coronavirus pandemic took hold. After nearly 16 months, it
became the first cruise operator to sail with passengers from both
North America, and then, the first
to sail from a U.S. port when Celebrity Edge left
Fort Lauderdale on June 26 for a seven-night cruise of the
Caribbean.
The brand went on to become a leading advocate for vaccinations
in the travel industry, requiring all crew and eligible guests to
be fully vaccinated in order to board a Celebrity Cruises ship.
Celebrity Cruises President and Chief Executive Officer
Lisa Lutoff-Perlo said: "It
took enduring a pandemic, where we were literally cut off from each
other and the world, to recognize how powerful and meaningful
travel is in our lives. It's not just a vacation. Travel is a
journey – where our hearts and minds are filled with new people,
new experiences, new realizations about ourselves and the world
around us. And, as the first cruise line back in service in
North America, we saw an
opportunity to not just re-emerge, but reframe the Celebrity Cruise
experience through this lens."
"Our new advertising campaign poses a question, 'isn't it time?'
And with the time and care we have put into our new health and
safety measures, we think it is. It is time to see the world and
each other, again, on one of the safest vacations possible,"
Lutoff-Perlo added.
The campaign soft-launched last week with out-of-home executions
targeting U.S. Open tennis fans. Utilizing a compelling combination
of media channels, the brand begins online placements today that
will be complemented by high-impact print and TV. A 60-second
version of the television commercial premiering tonight during
primetime NFL Football, and can also be viewed online here, seeks
to challenge many of the stereotypes and cliches that surround
cruising.
Michael Scheiner, senior vice
president and chief marketing officer at Celebrity Cruises
said: "As a new luxury travel company, we're about the fullness
of the travel experience. When you choose Celebrity Cruises, you're
choosing the best of everything: It's a luxury hotel, it's
Michelin-quality dining, it's a luxury spa retreat, it's seeing all
four corners of the world and meeting different people from
different cultures." He continued, "This campaign tears up every
cliche and stereotype that exists about cruising, and this is just
the beginning of this type of work."
Even more remarkably, the campaign spots were produced using
only library footage and stock videography and "is, in part,"
Scheiner added, "an allegorical tale of equality and diversity. We
wanted the audience to, yes, marvel at the rich fullness of a
Celebrity cruise, but we also wanted to draw attention to the
diversity of people who travel with us and who you meet on your
journey. I think we as an industry need to do more to celebrate and
accurately represent in our advertising everyone who travels."
The launch of the ad campaign also kicks off a major brand
refresh that will include overhauling the look and feel of
Celebrity Cruises' social presence, including a reset of its
@CelebrityCruises Instagram account that is representative of the
brand's message of Wonderfull experiences that will reignite
guests' wanderlust aspirations.
About Celebrity Cruises:
Celebrity Cruises' iconic "X"
is the mark of a fleet of 14 award-winning ships redefining luxury
cruise travel with cool, contemporary design and accommodation;
dining, spa and entertainment experiences for modern tastes; and
culturally rich and diverse destination experiences, all
complemented by warm, personalized service. Celebrity has pioneered
many industry firsts at sea, including: the first use of solar
panels on a cruise ship; the first to eliminate use of plastic
water bottles; the first American female Captain of a cruise ship;
the first-ever all-female bridge and officer team sailing; the
first West African woman to work on the bridge of a cruise ship;
and one of the first legal same-sex weddings performed at sea.
Driven by wanderlust and a passion for opening the world, Celebrity
journeys to all seven continents, visiting nearly 300 destinations
in more than 70 countries. Celebrity Cruises is one of five cruise
brands operated by global cruise company Royal Caribbean Group.
(NYSE: RCL).
Celebrity Cruises is applying the recommendations of
the Healthy Sail Panel of public health and scientific
experts to provide a safer and healthier cruise vacation
on all of its sailings. Health and safety protocols,
regional travel restrictions and clearance to visit ports of call,
are subject to change based on ongoing evaluation, public health
standards, and government requirements. U.S. cruises and
guests: For more information on the latest health and travel
alerts, U.S. government travel advisories, please
visit https://www.celebritycruises.com/travel-alert or consult
travel advisories, warnings or recommendations relating to cruise
travel on applicable government websites.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/celebrity-cruises-invites-consumers-to-see-this-wonderful-world-again-safely-launches-largest-ever-global-advertising-campaign-unveiling-new-brand-look-and-feel-and-advancing-inclusion-in-travel-marketing-301372368.html
SOURCE Celebrity Cruises