New Celebrity Cruises multi-million dollar ‘Journey Safe, Journey WonderFULL’ global campaign puts people and places at the heart of the holiday experience.
The creative aims to ‘tear up every cliché and stereotype that exists about cruising’.
Support in the UK includes digital out-of-home at iconic city centre locations before a TV premiere on Channel 4 and Sky in October.
The new-luxury travel brand, Celebrity Cruises, has 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 Cruises cruise ship. The campaign film 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 ceased operating in March 2020 as the coronavirus pandemic took hold. After nearly 16 months, the brand made its long-anticipated return to UK and Ireland shores when its newly revolutionised ship, Celebrity Silhouette, set sail from Southampton this summer, offering new luxury staycations to discerning British guests. The brand also became the first cruise line to sail with guests from North America on Celebrity Edge.
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 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,” Lutoff-Perlo added.
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.
The UK and Ireland launch will also be supported by a comprehensive digital and video strategy including YouTube, Teads, Unruly and Facebook. A 60-second version can also be viewed online here, and seeks to challenge many of the stereotypes and clichés that surround cruising.
Michael Scheiner, SVP & 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, 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.” He continued: “This campaign tears up every cliché 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.
- The Celebrity Cruises advert was produced by VCCP Group: VCCP New York/Good Relations/Girl & Bear
- Executive Creative Director is Ben Winter, Good Relations
- Media buying by Media Storm
Source: Celebrity Cruises