In 1997, Celebrity Cruises is adding new cruises in South America, South Pacific, Alaska and Trans-canal to the line’s traditional roster of Caribbean and Bermuda cruises.

Among the new itineraries, the Zenith, Galaxy, Horizon and Meridian will offer regular Trans-canal cruises.

The Meridian will also sail a 57-day South American cruise in the fall of 1997 and a 67-day South Pacific cruise in the winter/spring of 1998.

By 1997, Celebrity will have 52 percent of its annual capacity in the Caribbean; 20 percent in Bermuda; 14 percent in Alaska; 10 percent Trans-canal; and three percent in South America. “By expanding our destinations, we are starting the globalization of Celebrity.” said Art Sbarsky, Celebrity’s Senior Vice President of Marketing, who would not comment on when Celebrity plans to head to Europe. “We are thinking about it,” Sbarsky conceded.

With its growing fleet and expanded itineraries, Celebrity is also broadening its marketing efforts from its traditional focus on the eastern half of the United States to the west coast. And, Sbarsky also promised that he “will break all the rules” (of traditional marketing) to build awareness for Celebrity.