Celebrity Cruises is launching a “bold” new initiative to “change the meaning of ‘all-inclusive’ in the travel industry.”
The new-luxury cruise line has created both a new campaign and the world’s first free-to-use, ‘open source’ travel image library.
The campaign and collection – the ‘All-Inclusive Photo Project’ (AIPP) – aims to “start a movement”, calling on travel companies to help address the lack of diversity in travel marketing imagery.
The new images were unveiled today and feature the work of acclaimed photographers including Annie Leibovitz, herself an advocate for the LGBTQ+ community; Giles Duley, an English documentary photographer and a triple amputee; Naima Green, a Black, queer New York-based photographer; and Jarrad Seng, an Australia-based photographer, filmmaker and creative director of Malaysian-Chinese descent.
The collection features models, musicians, athletes, artists, activists, refugees and more, all change-makers in their own right from underrepresented groups, as they enjoy the varied offerings on Celebrity’s ships and within the destinations visited.
Celebrity Cruises will make dozens of the images available via an open-source online library for other travel brands and companies to use to help kickstart their journeys towards more inclusive travel marketing.
The brand said that it is committed to educating and empowering agents and their support in showcasing diverse and inclusive imagery where possible is critical to truly effect change.
On the Celebrity Central website, agents can access and learn how to best use the All-Inclusive Photo Project images, which will also be promoted on the Celebrity Cruises’ UK Travel Agents Facebook Page with shareable content.
On Celebrity Central, partners can access a dedicated LGBTQ+ Toolkit, designed to help agents understand everything that Celebrity Cruises offers LGBTQ+ guests.
Agents can “lift and shift” content, such as dedicated sales resources, to promote the fourth annual Pride Party at Sea, commencing on Celebrity Edge’s 7-night Italy, France, & Spain cruise on 4th June 2022.
Celebrity Central offers agents a comprehensive suite of sales and marketing toolkits, including social-ready content and digital banners and agent e-learning platform, Celebrity Passport, which has a dedicated D&I training module.
Celebrity Cruises President and CEO, Lisa Lutoff-Perlo said: “For far too long, ‘all-inclusive’ in the travel industry has meant everything on your vacation is included in one price. We set out to challenge this conventional thinking by imagining the phrase through the lens of others.
“What Annie and all of the talented artists involved in this project have captured so beautifully, is that for vacations to really live up to the marketing moniker ‘all-inclusive,’ then they should start by using images that are inclusive of all, not just a few.”
Lutoff-Perlo continued: “We want our marketing – as with everything we do as a cruise line – to represent how the world looks, and what we experience on our ships daily, as guests and crew from all walks of life work and play together to create a really special onboard environment.”
Michael Scheiner, Celebrity Cruises’ Chief Marketing Officer, said: “As global brands, we have a powerful platform to act as a catalyst of positive change.
“We know we have more work to do and we hope we inspire others to join us on this important journey. By leveraging our collective travel industry might, we can begin to make travel marketing truly ‘all-inclusive.”
To access the AIPP library, please visit https://allinclusivephotoproject.com.
