Celebrity Cruises has launched a new campaign with the tagline, "Journey Safe, Journey Wonderful." The video features Louis Armstrong's "What a Wonderful World." It mixes visuals of luxury experiences with an allegorical tale of equality and diversity. And of course it addresses safety as well.
The target? Each and every person around the world.
So far the video has aired on the U.S. Open and NFL Primetime Football. More commercial and print placements are planned as part of the multi-million dollar global campaign. And the effort includes a reset of its Instagram page.
You can view the commercial here...
https://www.youtube.com/CELEBRITYCRUISES
Inclusivity is an interesting benefit to promote. What types of people do you think will be likely to respond to it? Do you think the video delivers on that promise? What other messages does it deliver? Who do you think would respond to those messages? Are they the same people?
Who takes the most cruises? Do they watch the U.S. Open and NFL Primetime Football? Are they on instagram? What other media might be effective in reaching them?
(2021,
September 9) Celebrity Cruises Launches Multi-Million-Dollar Inclusivity
Campaign. cruiseindustrynews.com. Retrieved
September 13, 2021, from https://www.cruiseindustrynews.com/cruise-news/25827-celebrity-cruises-launches-multi-million-dollar-inclusivity-campaign.html
5 comments:
I think most people that go on cruises are either families with younger childer or people around the ages of 30-60. I believe promoting this advertisement in the US open is a smart way to attract more customers and engage with a larger audience since a lot of people watch it. I found the video very interesting and even though I wouldn't go on a cruise, it made me reconsider. I also really like the song choice.
Most people shown in this commercial seem to be between the ages of 30 and 50, which is interesting to me. Typically when I think of people who go on cruises, I think of an older demographic or families with children. This commercial seems to be targeting a younger, more adventurous crowd by showing numerous activities that are done on the mainland (kayaking in a glacier lagoon, exploring the rainforest). They are really driving home the idea that this is much more than just your average cruise and you are really able to see the world. After the pandemic, I think people will be assessing all different kinds of travel moving forward. I do think they will be getting a large response from this 30-50 crowd.
Promoting this advertisement during NFL Primetime Football is a great idea because you are able to reach a wide variety of people of various ages and income levels. I think people who watch the U.S. Open are a smaller demographic, usually with a higher income level, so targeting them is in line with the intention to promote a luxury travel experience.
I have never been on a cruise before and never considered taking one, but this commercial intrigued me! They really got me with the mix of off-boat and on-boat activities. Especially after not being able to travel for so long, I would actually look into Celebrity Cruises! I think this is a great advertisement and really makes me say “Wow, I have to get out and see the world again!”
I believe the slogan, “Journey Safe. Journey Wonderful,”combined with Louis Armstrong’s “What A Wonderful World,” tends to lean towards a more inclusive and varied audience. However, the 60 second Celebrity Cruise commercial tends to paint a different picture. The commercial showcases young adults vactioning with spouses or friends. There is most definitely a sense of relaxation. Nevertheless, there are no children evident, no elderly evident, no water slides, no live music or public gathering. Rather, the commercial seems to be painting a picture of quietness and relaxation. The commercial may appeal to individuals who are working remotely looking for a scenic break but the audience is incredibly niche. I wonder how it was perceived at the U.S. Open as a true range of demographics are present. In conclusion, airing the commercial during NFL Primtime Football and the U.S. Open are smart spots to reach a large audience, however, the commercial is clearly targeting one demographic.
People who are interested in cruises are most likely to be families and couples wishing to do a relaxed getaway. It is a great idea to have the advertisement on the US Open as it is a great medium to reach audience with money. People that attend the US open are wealthy to purchase tickets and thus will purchase a cruise ticket. They most likely will have a social media account that will be effective to reach an even greater audience.
People who would go on a cruise and enjoy a luxury experience sometimes certainly wouldn't be struggling financially; they might live a comfortable life. Still, meanwhile, they are impossible to be ridiculously wealthy and able to afford a cruise. So I assume people with decent incomes are their target audiences instead of "everyone". Geography is all around the world because they provide this service worldwide and the tourists are from all over the world too. In this commercial, I saw more middle-aged people or slightly younger than that age group, people in this age range definitely spend more time on Instagram than the older generation. As said, I do think they can deliver the message successfully to their target audience, especially by promoting ads for NFL and US Open. However, it might be risky to invest that large amount of expense in advertising and marketing. I personally really like the concept and the idea of the commercial.
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