Celebrity Cruises launched a multi-million dollar global advertising campaign with the tagline “Journey Safe, Journey Wonderfull”.
The campaign TV spot opens with the question “How many precious moments have we missed?” Set to a remix of Louis Armstrong’s ballad, “What a Wonderful World,” the spot is designed to inspire viewers to reconnect with travel and life.
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The spot also highlights new safety considerations, such as requiring all crew and guests to be fully vaccinated in order to board a Celebrity ship.
“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,” said Lisa Lutoff-Perlo, President and CEO by Celebrity. “It’s not just a vacation. The journey 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 return-to-service cruise line in North America, we saw an opportunity to not only reappear, but to reframe the Celebrity Cruise experience through that lens. “
“Our new ad campaign asks a question, ‘Isn’t it time? “And with the time and care we have devoted to our new health and safety measures, we believe so,” she continued. “It’s time to see the world and each other, once again, on one of the safest vacations possible.”
The campaign was launched last week targeting US Open tennis fans. Online placements begin today, September 9, and will be supplemented by print and television. A 60-second version of the television commercial will air this evening during prime time NFL Football.
“When you choose Celebrity Cruises, you choose the best of everything: it’s a luxury hotel, it’s Michelin quality cuisine, it’s a luxury spa, it’s seeing the four corners of the world and meeting different people from different cultures, ”said Michael Scheiner, senior vice president and chief marketing officer of Celebrity. “This campaign is tearing up all the clichés and stereotypes that exist about cruising, and this is just the start of this type of work.”
Scheiner also said the campaign is in part “an allegorical tale of equality and diversity. We wanted the public to marvel, yes, at the richness and fullness of a Celebrity cruise, but we also wanted to draw attention to the diversity of people who travel with us and whom you meet on your trip. . This is why we include a person using a wheelchair, as an example. I think we as an industry need to do more to celebrate and accurately represent in our advertising everyone who travels. “