Photo Credit: TN
Celebrity Cruises Hires Renowned Photographers Like Annie Leibovitz To Launch A New Marketing Campaign Aimed To Encourage Inclusivity
For many travel enthusiasts, the concept of all-inclusive cruise lines and resorts is a perfect combination for having a remarkable trip. In fact, with this all-inclusive system, the passenger is situated with drinks and meals included in the package price. In addition to a wide leisure infrastructure with swimming pools, spas, nightclubs, theaters, shops, shows and casinos, the travelers have all they can get to enjoy fun on their sailing days. But, what about being more inclusive regarding travelers? As diversity and inclusiveness are trending issues and spark hot debates in our society, some travel companies have decided to follow this movement. Celebrity Cruises is one of them. The company is hiring some of the world’s most renowned photographers and artists to provide an innovative approach to becoming a more inclusive travel company, aiming to change the face of travel marketing.
As CNN reported, Celebrity Cruises has launched a new campaign featuring images by the likes of Annie Leibovitz and the world’s first free to use, “open source” travel image library.
Considered one of the most famous portrait photographers in the US, Leibovitz has received many impressive reviews and her most recent work with the superstar Rihanna, who was photographed pregnant for the cover of Vogue’s May 2022 issue, is warmly acclaimed worldwide.
However, Leibovitz is not alone. She will be working with Black LGBTQ artist Naima Green, Jarrad Seng, an Australian photographer and filmmaker of Malaysian-Chinese descent, as well as photographer and triple amputee Giles Duley, who is featured in the stunning collection, which is part of the “All-Inclusive Photo Project.”, CNN said.
A photo of the author and transgender activist Abby Chava Stein relaxing on board a cruise ship, an image of paralympic basketball player Amy Conroy playing volleyball on the beaches of Spain, and Sikh-American actor and designer Waris Ahluwalia meditating in a cruise ship stateroom are some of the works to be displayed in Celebrity Cruise’s marketing campaign. It also includes the disability advocate and model Jillian Mercado, Grammy-nominated musician John Forté, who currently works with at-risk youth, and Sudanese-born domestic violence advocate Esther Onek are also featured in the cruise line’s collection.
Celebrity Cruises told CNN that the company will work to offer the images available through its newly launched “diversity focused” travel image library.
“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,” Celebrity Cruises President and CEO Lisa Lutoff-Perlo told CNN.
“What Annie [Leibovitz] 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,” she added.
With the All-Inclusive Photo Project (AIPP), Celebrity Cruises intends to create a new trend. The Cruise line also hopes that other travel companies work to be more inclusive in travel marketing imagery.
“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,” Michael Scheiner, Chief Marketing Officer for Celebrity Cruises, said.
Other travel companies are also committed to diversity within their marketing campaign, CNN said. In 2021, online travel company Orbitz’s launched the “Travel As You Are” campaign aimed at LGBTQ travelers, encouraging tourists to “see the world on your terms.”