In tandem with the Celebrity Silhouette’s launch last week, Celebrity Cruises introduced a marketing campaign using the tagline "Modern LuXury."
The campaign continues the use of Celebrity's “X” logo. Its previous marketing slogan was "X the rules," launched in January.
Celebrity CEO Dan Hanrahan discussed the new approach during a pre-inaugural cruise from Hamburg last week. He said the campaign will target a wider market of upmarket travelers, including younger people.
Agents selling Celebrity should focus on the ships’ "cool designs" and "warm, inviting spaces," along with the cruise's value proposition.