Celebrity Cruises has launched a unique new photography campaign, collaborating with world-renowned photographers including Annie Leibovitz.
The campaign initiative is called the All-Inclusive Photo Project (AIPP) and will create a diversity-focused open-source image Library that is available for other companies to access.
"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," said Celebrity Cruises President and CEO Lisa Lutoff-Perlo. "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."
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 start their journeys towards more inclusive travel marketing.
The images were created with 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.
"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," said Lutoff-Perlo.
The images, which showcase aspects of Celebrity's ships and the destinations to which the cruise line travels, feature models, musicians, athletes, artists, activists, refugees and more. They are all change-makers in their own right and are from underrepresented groups.
"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," said Michael Scheiner, Celebrity Cruises' Chief Marketing Officer.
Celebrity Cruises will launch the AIPP collection as a dedicated brand advertising campaign in early April. This campaign follows the cruise line's Journey WonderFULL campaign which began in September and showcased Celebrity's new approach to advancing diversity and inclusivity in its own travel marketing with a wide range of diverse travelers depicted.
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