Global cruise line Celebrity Cruises has launched a new brand campaign in Australia and New Zealand, encouraging travellers to ‘sail beyond’ traditional notions of cruising by showcasing the line’s enriching and expanding holiday experiences.
The ‘Sail Beyond’ campaign has just launched with a 30-second TVC on SBS and Foxtel, and will be followed by a mix of press, digital and social amplification.
‘Sail Beyond’ was inspired by Celebrity Cruises’ international positioning, and the localised campaign was created for the Australasian market by the cruise line’s long-standing brand and creative agency partner, Hulsbosch. The campaign was delivered across multiple channels by Blue449, Celebrity Cruises’ media agency.
“Sail Beyond invites our guests to open themselves up to the world, to the beauty and diversity that it has to offer,” said Kathryn Valk, director of sales & marketing, Celebrity Cruises, Australia and New Zealand.
“The merged-worlds technique used throughout the creative encourages viewers to explore the possibilities that travelling with a globally immersive travel brand like Celebrity Cruises can offer,” she said.
Hans Hulsbosch, executive creative director at Hulsbosch said Celebrity Cruises is a brand that is synonymous with refined style and service.
“Sail Beyond communicates a desire to go beyond the ordinary, beyond the expected and to discover a world of differences that enrich us. The positioning offers a hopeful and contrasting view of today’s hectic ‘always on’ world and the undercurrents of inward looking attitudes,” he concluded.
Last month, the line’s CEO and president, Lisa Lutoff-Perlo announced that Celebrity Cruises is the first cruise line to offer legalised same-sex marriages at sea. At the same time, Celebrity was announced as the headline sponsor of the Australian LGBTI Awards, to be held in March in Sydney.
Since taking on the role as CEO and President three years ago, Lutoff-Perlo has increased the number of women on ships’ bridges from five to 20 per cent, promoted the world’s first female American captain of a cruise ship as well as the first West African female to the bridge of a cruise ship.
A two-year partnership was inked with Malala Yousafzai, Nobel Laureate winner and UN Messenger of Peace, when she was announced as the godmother for Celebrity Cruises’ newest cruise ship, Celebrity Edge. The first of four transformative ships in the brand new Edge Class, Celebrity Edge is currently under construction and due to set sail at the end of 2018.
The Sail Beyond brand campaign launches as the 2017/18 summer cruise season kicks off down under. Celebrity Solstice – rated by readers of Cruise Critic and Australian travel agents as the number one locally based cruise ship – returned to her Sydney home for her sixth season based down under on 20 October, and will sail Australian and New Zealand waters for the next six months.
Hulsbosch Credits:
Hans Hulsbosch – Executive Creative Director
Andrew Shephard – Copywriter
Erin Boubli – Art Director
Sharif Monem – Senior Account Director
Hannah Sharp – Senior Account Manager
