Celebrity Cruises has launched a multi-million dollar global advertising campaign with the slogan “Journey Safe, Journey Wonderfull”.
The campaign’s TV spot opens by asking 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 draw viewers back to the experience of travel and life.
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. of 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 North America’s first returning cruise line, we saw an opportunity to not just 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 put into 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, which will be supplemented by print and television. A 60-second version of the TV commercial will air tonight during NFL Football prime time.
“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 at Celebrity. “This campaign rips through all the clichés and stereotypes that exist about cruising, and this is just the beginning of this kind of work.”
Scheiner also said the campaign is in part “an allegorical tale about equality and diversity. We wanted audiences to marvel, yes, 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 whom you meet on your journey. That’s why we include a person in a wheelchair, for example. I think as an industry we need to do more to celebrate and accurately represent everyone who travels in our advertising.