Celebrity Cruises unveils new ‘Modern Luxury Lives Here’ campaign

Celebrity Cruises has unveiled its new ‘Modern Luxury Lives Here’ campaign, which leverages the brand’s ‘X’ logo and aims to showcase the hallmarks of a Celebrity cruise.

Developed by the brand’s new global creative agency, Venables Bell & Partners (VB&P), the campaign highlights Celebrity’s dining, accommodation, service, destination experience and more. The campaign will be broadcast across all of the line’s consumer channels, notably on TV, online and social media.

“We are excited about the way ‘Modern Luxury Lives Here’ shows just how unique Celebrity is, and I love how our crew members and staff appear in our ‘Marco Polo’ spot,” said Lisa Lutoff-Perlo, president and CEO of Celebrity Cruises. “The entire campaign brings to life, through storytelling and beautiful cinematography, some of our most important values, such as curiosity, discernment and experiences over possessions. No one delivers modern luxury more comprehensively than Celebrity, and this campaign clearly communicates that message.”

The cruise line’s new 30- and 60-second TV adverts – named ‘Marco Polo’ – are an interpretation of the popular call-and-response game and show Celebrity staff beckoning ‘like-minded travellers to answer the call of modern luxury’. These TV adverts will be complemented by three additional 30-second TV spots, which will debut later this month.

“This is a recruitment drive,” said Paul Venables, chairman of VB&P. “We are calling out to not just those who cruise but to all modern luxury travellers. The fact is, Celebrity offers a superior modern luxury experience, and we have to break the usual category conventions to serve that up to discerning vacationers.”

Guests will also be able to shared their cruise stories via Facebook, Instagram, Twitter and Pinterest using #celebritycruises.