Celebrity Cruises launched its biggest-ever global advertising campaign today, with television spots that pose the question: How many precious moments have we missed?
The campaign, called "Journey Safe, Journey Wonderfull," -- intentionally misspelled to showcase the fullness of a Celebrity vacation -- shows viewers experiences that can be had both and off Celebrity ships, set to a remix of the Louis Armstrong classic "What a Wonderful World."
The first television ads will premier tonight during primetime NFL game kicking off the football season and will be shown again this weekend during the U.S. Open tennis tournament and during the Emmys on Sept. 19. Michael Scheiner, Celebrity's recently named chief marketing officer, said that in an environment where people record and stream programming as much as they do, the campaign's television buys center around live events.
"We want to make sure that people watch this in the moment," he said. "So live sports and other live entertainment was where we really put our efforts."
The campaign, Celebrity's largest ever in terms of both spend and reach, will also be seen online, in social media and in high-impact print.
"We want to reach a big mix of consumers, so people that currently are with us and know us, but also people that don't," Scheiner said. "And they might be new to the cruise industry or just new to our brand. So we chose places that would really give us a good mix across digital and more traditional to better reach a broader audience .... The rule of marketing is you want to get in front of people as much as you can."
A message of inclusivity
The campaign also aims to send a message of inclusivity, Scheiner said, by showcasing a diversity of people on its ships and including Kate McCue, the captain of the Celebrity Edge who was first American female to helm a major cruise ship.
"Within the spot we have people of all different backgrounds, whether it's sexual orientation or ethnicity or physically challenged," he said. "It's really showcasing a beautiful, diverse group of people. At the end of the day, that's who our customer is."
Celebrity also says the ads focus on experiences that people might not immediately associate with a cruise, which Scheiner said is representative of the Celebrity experience.
"I think our brand offers that, especially the new Edge-class ships, which are really unlike any other cruise and the perceptions people have," he said. "Our rooms are bigger than most, our culinary offering is incredible. The whole retreat experience is really second to none and so when you think about what you get when you visit resorts, it's a very similar to that type of experience."
After a nearly 16-month pause, Celebrity in June became the first cruise operator to set sail from North America and the first to sail from a U.S. port when the Celebrity Edge departed Fort Lauderdale on June 26 on a seven-night Caribbean cruise.
With the pandemic creating limitations and challenges around producing new material, the campaign spots were made using only Celebrity's library footage and stock videography.
"We actually just went back into archives and pulled content that we'd already captured and kind of releveraged to create the spot," Scheiner said. "It's pretty unbelievable how well the team was able to find existing content and put it together in such a fresh, new way. I've never seen anyone or any group of people do anything like that."
The ad campaign launch also kicks off a brand refresh that includes overhauling the look and feel of Celebrity's social presence. The line has reset its Instagram account to be representative of the brand's message of "Wonderfull experiences."