Ray Goldenberg
September 15th, 2003, 06:18 PM
Hi Everyone,
I received this press release from Celebrity and thought it would be
of interest. If you have missed any of my news' postings, they are
available on my web site.
Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
The Ship Never Comes In Within Celebrity Cruises' New Advertisements;
Non-Traditional Campaign Showcases Vacationers 'Treated Famously'
MIAMI, Sept. 15
In a true departure from typical cruise advertisements featuring pool
decks, sparkling seas and romantic sunsets, Celebrity Cruises is
launching a new campaign showcasing the impact a Celebrity vacation
can have in making their guests' experience memorable.
The new "Treated Famously" television and print campaign -- created by
Arnold Worldwide, a Boston-based advertising agency -- features past
guests going about their daily routines while finding parallels to the
vacation they just experienced with Celebrity Cruises.
The two television commercials, "King and Queen" and "Back to Work,"
will run on national cable networks from now into 2004. "Back to Work"
follows a Celebrity cruiser going about his daily business while
reminiscing about his cruise being a sharp contrast to his everyday
life. Similarly, the husband and wife characters in "King and Queen"
comment on specific highlights that reflect the one-on-one service
Celebrity provided them. Both ads humorously convey that the
characters clearly wish they were back onboard where they felt treated
"famously."
The commercials will air on national cable on A&E, CNN, History, Fox
News, Food Network, Bravo, Travel Channel, and CNBC.
The print campaign will launch in the premier issue of Town & Country
Travel this Fall, and also will appear in other travel and epicurean
magazines, including Conde Nast Traveler, Travel + Leisure, Bon
Appetit, Food and Wine and National Geographic Traveler. The print ads
also showcase past cruisers in their daily lives, wistfully
remembering their famous treatment from Celebrity.
"Creating great memories is perhaps the best thing a vacation brand
can say about itself," said Celebrity's Senior Vice President of
Marketing Steven Hancock. "We have all had the experience of returning
from a vacation and contrasting our daily life with the past week's
events. On Celebrity ships, we believe this happens more than usual
because of how well the staff knows our guests and what they want from
their vacations. Treating people famously creates lasting memories."
"Our new campaign for Celebrity continues the conscious choice of not
showing traditional and obvious images of ships," said Arnold
Worldwide Chairman and Chief Creative Officer Ron Lawner. "We wanted
to be sure that the key message people understood from this
advertising is how people felt after being treated famously. Any
cruise brand can show a ship. Not every cruise brand can say they've
created the kind of experience where guests have such great memories
about their vacation that they want to come back."
Celebrity is the industry's highest rated premium cruise brand with a
taste of luxury. The cruise line has nine ships in its fleet, which is
the youngest of any major line. Celebrity sails in Alaska, Bermuda,
California, the Caribbean, Europe, Hawaii, the Mexican Riviera, the
Panama Canal and South America. For more information, call your travel
agent.
I received this press release from Celebrity and thought it would be
of interest. If you have missed any of my news' postings, they are
available on my web site.
Best regards,
Ray
LIGHTHOUSE TRAVEL
800-719-9917 or 805-566-3905
http://www.lighthousetravel.com
The Ship Never Comes In Within Celebrity Cruises' New Advertisements;
Non-Traditional Campaign Showcases Vacationers 'Treated Famously'
MIAMI, Sept. 15
In a true departure from typical cruise advertisements featuring pool
decks, sparkling seas and romantic sunsets, Celebrity Cruises is
launching a new campaign showcasing the impact a Celebrity vacation
can have in making their guests' experience memorable.
The new "Treated Famously" television and print campaign -- created by
Arnold Worldwide, a Boston-based advertising agency -- features past
guests going about their daily routines while finding parallels to the
vacation they just experienced with Celebrity Cruises.
The two television commercials, "King and Queen" and "Back to Work,"
will run on national cable networks from now into 2004. "Back to Work"
follows a Celebrity cruiser going about his daily business while
reminiscing about his cruise being a sharp contrast to his everyday
life. Similarly, the husband and wife characters in "King and Queen"
comment on specific highlights that reflect the one-on-one service
Celebrity provided them. Both ads humorously convey that the
characters clearly wish they were back onboard where they felt treated
"famously."
The commercials will air on national cable on A&E, CNN, History, Fox
News, Food Network, Bravo, Travel Channel, and CNBC.
The print campaign will launch in the premier issue of Town & Country
Travel this Fall, and also will appear in other travel and epicurean
magazines, including Conde Nast Traveler, Travel + Leisure, Bon
Appetit, Food and Wine and National Geographic Traveler. The print ads
also showcase past cruisers in their daily lives, wistfully
remembering their famous treatment from Celebrity.
"Creating great memories is perhaps the best thing a vacation brand
can say about itself," said Celebrity's Senior Vice President of
Marketing Steven Hancock. "We have all had the experience of returning
from a vacation and contrasting our daily life with the past week's
events. On Celebrity ships, we believe this happens more than usual
because of how well the staff knows our guests and what they want from
their vacations. Treating people famously creates lasting memories."
"Our new campaign for Celebrity continues the conscious choice of not
showing traditional and obvious images of ships," said Arnold
Worldwide Chairman and Chief Creative Officer Ron Lawner. "We wanted
to be sure that the key message people understood from this
advertising is how people felt after being treated famously. Any
cruise brand can show a ship. Not every cruise brand can say they've
created the kind of experience where guests have such great memories
about their vacation that they want to come back."
Celebrity is the industry's highest rated premium cruise brand with a
taste of luxury. The cruise line has nine ships in its fleet, which is
the youngest of any major line. Celebrity sails in Alaska, Bermuda,
California, the Caribbean, Europe, Hawaii, the Mexican Riviera, the
Panama Canal and South America. For more information, call your travel
agent.