It is time to see the world and each other, again, on one of the safest vacations possible.
Luxury travel brand Celebrity Cruise has launched a multi-million dollar global advertising campaign highlighting the joys of travel.
With the tagline Journey Safe, Journey Wonderfull, the campaign combines the transformative wonders of experiencing the world from the perspective of a Celebrity ship with the new safety considerations in today’s travel environment.
The campaign is being rolled out by social media and digital touchpoints. The leading video is set to a remix of Louis Armstrong’s song What a Wonderful World and opens with the question, ‘How many precious moments have we missed?'
The evocative campaign spots were produced using only library footage and stock videography.
Celebrity Cruises president and CEO Lisa Lutoff-Perlo says the campaign answers the question ‘isn’t it time?’
“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 in North America, we saw an opportunity to not just re-emerge, but reframe the Celebrity Cruise experience through this lens,” Lutoff-Perlo says.
“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.”
Celebrity Cruises is 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.
On a broader level, the campaign focuses on diversity for travellers:
“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. It’s why we include someone using a wheelchair, as one example. I think we as an industry need to do more to celebrate and accurately represent in our advertising everyone who travels,” Celebrity Cruises senior vice president and CMO Michael Scheiner says.
Credits:
Creative Agency: VCCP New York, Girl & Bear
Social Agency: Good Relations
PR Agency: Good Relations
Creative Director: Ben Winter, Good Relations
Client: Celebrity Cruises
Media Agency: Media Storm
