Celebrity Cruises is launching a new initiative to change the meaning of “all-inclusive” in the travel industry.
The new-luxury cruise line has created both a new campaign and a free to use, ‘open source’ travel image library which recognises the need to improve the representation of all people who travel in marketing materials.
The All-Inclusive Photo Project (AIPP) aims to start a movement, calling on travel companies to help address the lack of diversity in travel marketing imagery.
The new images were unveiled last week and feature the work of acclaimed photographers including Annie Leibovitz; 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.
The collection features models, musicians, athletes, artists, advocates and activists, refugees and more as they enjoy the varied offerings on Celebrity’s ships and within the destinations visited.
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 kickstart their journeys towards more inclusive travel marketing.
“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.
“We want our marketing 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.”
Celebrity Cruises’ chief marketing officer, Michael Scheiner, said that his company has a powerful platform to act as a catalyst of positive change as a global brand.
“By leveraging our collective travel industry might, we can begin to make travel marketing truly ‘all-inclusive,” Scheiner.
Framed through the lenses of Leibovitz and the other AIPP photographers, the images feature the change-makers experiencing the wonder of travel.
Celebrity Cruises will launch the AIPP collection as a dedicated brand advertising campaign in early April.
Featured Image: Abby Chava Stein, U.S transgender author and activist | Annie Leibovitz
