Celebrity Cruises: The all inclusive photo project

Celebrity Cruises, a Florida-based cruise line, challenged the visual culture of luxury marketing in the tourism industry by creating a new, inclusive image library in a campaign that attracted press attention and drove engagement with the brand’s social channels.

Summary

The travel industry has shown considerable creativity in the face of colossal challenges in every way other than one - its communications. Despite seismic societal changes, travel marketing was still dominated by picture-perfect (white / slim / straight couples / families) ignoring the diversity of real travellers. We posed the question 'could Celebrity Cruises make 'all-inclusive' genuinely all-inclusive'? We commissioned the world's greatest and most diverse photographers to create the first free, open-source, diversity-focused image library dubbed the #AllInclusivePhotoProject. With free access to inspiring travel imagery, travel media and marketing professionals across the globe downloaded in their thousands, changing...

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