Celebrity Cruises has launched a multi-million-dollar global advertising campaign which aims to “tear up every cliché and stereotype that exists about cruising”.
The luxury cruise line’s “Journey Safe, Journey WonderFULL” campaign seeks to showcase the fullness of a Celebrity Cruises holiday.
The campaign will be launched in the UK this month with digital out-of-home at iconic city centre locations such as London Westfield, Bluewater, Birmingham New Street and Manchester Arndale, before making its TV premiere on Channel 4 and Sky in October.
A new suite of marketing resources will also be hosted on Celebrity Central to support travel partners in communicating the brand positioning to their clients.
The 60-second advert combines new luxury experiences with people and places at its heart, with a strong message of inclusivity.
Set to a remix of Louis Armstrong’s iconic ballad, ‘What a Wonderful World, the film invites the viewer to return to experiencing the fullness of life.
Watch the 60-second advert here:
Michael Scheiner, SVP & chief marketing officer at Celebrity Cruises said that the campaign “tears up every cliché and stereotype that exists about cruising, and this is just the beginning of this type of work.”
He added: “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, its Michelin quality dining, it’s a luxury spa retreat, and it’s seeing all four corners of the world and meeting different people from different cultures.”
Celebrity Cruises president and CEO, Lisa Lutoff-Perlo said: “It took enduring a pandemic where we were literally cut-off from each other and the world, to recognise 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 realisations about ourselves and the world around us. And, as the first cruise line back in service, 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.”
Jo Rzymowska, vice president and managing director, EMEA of Celebrity Cruises said: “This campaign entices consumers to reawaken their wanderlust and reconnect with the people and the world around them.
“We’ve seen from the successful return of Celebrity Silhouette to UK and Ireland waters that our customers are ready to travel, so we’re delighted to be launching the campaign in a big way in our market. It’s also an important show of investment and support for our hardworking travel partners, who are helping us make good on the promise of our ‘comeback being stronger than the setback’.”