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"Treated Famously"
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. |
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"Treated Famously"
A great idea, very clever. Thanks Ray Da G Man!
"Ray Goldenberg" wrote in message ... 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. |
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