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Correction: A previous report on Celebrity Distinction did not accurately report its purpose. The marketing initiative is complementing the Modern Luxury initiative, not replacing it.
Celebrity Cruises is introducing a new phrase into its marketing message that will identify its product and service initiatives in a more impactful and unified way.
The phrase “Celebrity Distinction” will be applied to a variety of items that collectively make the premium cruise line stand apart from the pack, said Dondra Ritzenthaler, Celebrity’s senior vice president of sales, trade support and services.
“Celebrity Distinction is a way we can concisely articulate to [various] audiences all of the things Celebrity is doing to make sure we keep the brand fresh and new,” she said.
As one example, Celebrity has recently increased the number of overnight sailings in the most in-demand destinations. That change will now be identified as a “Celebrity Distinction” in marketing messages to guests, prospective customers, the media and others.
Celebrity will continue to define its brand as “Modern Luxury” and market itself under the theme “Modern Luxury Lives Here” in its advertising, Ritzenthaler said.
“We’re not replacing Modern Luxury,” she said.
Celebrity has used the Modern Luxury message to position itself as more luxurious than contemporary lines and more contemporary than luxury lines.
Celebrity Distinction is intended to help gain traction and attention for a number of changes and upgrades Celebrity has made and will continue to roll out.
Some of those changes include:
- A greater variety of Signature Event Sailings to hot global events.
- New ships operating for Celebrity Xpedition in the Galapagos Islands.
- Private Journeys shore excursions with destination insiders available to help guests tailor their own shore excursions
- Multimillion dollar upgrades to older ships such as Celebrity Summit, Infinity and Millennium.
- Recognition by the prestigious Les Clefs d’Or Austria for the outstanding service from Celebrity’s Michael’s Club concierges.
- The synergistic Taste of Film initiative, which combines food with film on the new Rooftop Terrace on Millennium-class ships.
All of these things will now be tagged with the Celebrity Distinction label.
“The Celebrity Distinction is our commitment to continually offer fresh, enticing and uniquely differentiated travel experiences,” said Celebrity CEO Lisa Lutoff-Perlo.
“We are purposely different because we hold a unique position in modern luxury travel, having redefined what luxury is. It felt natural for us to define the incredible experiences we offer under the singular umbrella of the Celebrity Distinction,” she said.
Source: travelweekly.com
