Celebrity offers agents inclusive and diverse images

Celebrity offers agents inclusive and diverse images

The line has teamed up with photographers to offer agents a variety of new images

Agents can use a range of diverse and inclusive images taken by well-known photographers for free, following the launch of an initiative from Celebrity Cruises.

The line has revealed the All-Inclusive Photo Project (AIPP) to help tackle “the lack of diversity in travel marketing imagery.”

The line claims it is the world’s first free ‘open source’ travel image library. It said it “aims to start a movement”, by making dozens of images available for travel brands and companies to use, “to help kickstart their journeys towards more inclusive travel marketing.”

The images have been taken by photographers including Annie Leibovitz, a famed American portrait photographer; Giles Duley, an English documentary photographer and a triple amputee; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent.

The collection features models, musicians, athletes, artists, activists and refugees from underrepresented groups, all enjoying Celebrity ships and destinations the line visits.  

A statement from the line said: “Celebrity Cruises is committed to educating and empowering agents and their support in showcasing diverse and inclusive imagery where possible is critical to truly effect change.”

Agents can access the images on Celebrity Central, and they will also be promoted on the Celebrity Cruises’ UK Travel Agents Facebook Page with shareable content.

On Celebrity Central agents can also access a dedicated LGBTQ+ Toolkit, designed to help them understand everything the line offers LGBTQ+ guests, including sales and marketing materials and training.

Travel brands keen to use the AIPP library can visit https://allinclusivephotoproject.com

President and CEO Lisa Lutoff-Perlo said: “For far too long, ‘all-inclusive’ in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others. What Annie [Leibovitz] and all of the talented artists involved in this project have captured so beautifully, is that for vacations to really live up to the marketing moniker ‘all-inclusive,’ then they should start by using images that are inclusive of all, not just a few.”

Chief marketing officer Michael Scheiner added: “As global brands, we have a powerful platform to act as a catalyst of positive change. We know we have more work to do and we hope we inspire others to join us on this important journey. By leveraging our collective travel industry might, we can begin to make travel marketing truly ‘all-inclusive’.”

Celebrity will launch the AIPP collection as a dedicated brand advertising campaign in early April. 

In March the line unveiled details of the entertainment on its new ship, Celebrity Beyond.

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