Celebrity Cruises: The all-inclusive photo project

Celebrity Cruises, a travel company, launched a campaign in the US, commissioning world-renowned photographers and models to disrupt and reinvent the meaning of all-inclusive in travel, to be just that, all-inclusive.

A Brief Description Of The Assignment:

Despite seismic societal changes, travel marketing is still dominated by picture-perfect (white / able-bodied/ slim / straight couples / families) ignoring the diversity of real travelers.

During the pandemic, Celebrity Cruises was reflecting on the brand's own marketing efforts, and identified an opportunity to do more when it came to diversity. And not just for the brand, but for the entire travel industry. The conversation quickly turned to how Celebrity Cruises and Good Relations could work together to better reflect the full breadth and depth of all people who travel in Celebrity's marketing efforts....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands