Celebrity Cruises will launch a new series of ads that seeks to make a more emotional connection to potential cruisers.
The theme of the ads will be “Remember Everything.” Celebrity's marketing vice president Lisa Kauffman said the concept came from consumer feedback that cruisers don’t remember single highlights from their cruise as much as the totality of having a good experience.
The ads will supplement rather than replace the long-running “Modern Luxury” theme that Celebrity has used in its marketing.
Kaufman said the ads build on research showing consumers value the emotional benefit of their vacation, such as being refreshed and restored, being able to do as much or as little as possible or having everyone in the travel party happy.
“These ads show people more emotionally connected with our story,” Kauffman said.
The 30-second TV spots will appear nationally starting Monday on the Bravo cable channel, with which Celebrity has a marketing partnership. They will appear on more channels in 10 cities where Celebrity has a marketing focus.
In two of the ads, a female narrator reminds herself to “remember everything,” as fun or enriching experiences are depicted on a Celebrity cruise. A third ad is directed toward the family market.
Kauffman said Celebrity has budgeted $16 million for the campaign, which also includes trade and consumer magazine ads and online and social media components.