Cruise lines have a habit of enticing customers with images of white sand beaches and palm trees. Celebrity Cruises did the same thing until it realized that its ads failed to distinguish it and may actually have helped sell cabins for other lines.
But Celebrity is changing that with a multimedia campaign consisting of DRTV spots and a $1 million online drive.
Gone from the ads are the typical images of cruise ships motoring along on vast blue oceans. They have been replaced by a regular guy wearing a white Celebrity T-shirt who talks up the cruise line’s service and the fun of cruising.
The spots began last fall and will end in April, during the company’s first quarter. Roughly 60% of all bookings come in during this period.
The online portion of the campaign began last month
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