Known for bringing its promise to put guests at the center of attention to life, Celebrity Cruises is bringing its service-oriented style to its website,www.celebritycruises.com. This week, Celebrity launched the first phase of its retooled site; enhancements include a richer home page experience and the “Starring You Network,” a series of web episodes that directly link users to various actions on the site.
“Just as we’ve redefined the Celebrity Cruises brand with the recent launch of our new Solstice class of ships, our hope is that the new and distinct style of our revitalized website will redefine the premium cruise category in the virtual world,” said Wayne Wielgus, Senior Vice President of Marketing for Celebrity Cruises. “We offer our guests outstanding service while sailing on our ships, and to mirror that online, we’ve given our site a new face by delivering a site that has been designed with our guests in mind, in design, navigation and breathtaking visuals.”
The new homepage design features a nontraditional layout that lacks the standard panes that line the edges of most sites. Instead, a seamlessly panoramic approach to the homepage design creates the sense of a wide, boundless vista, much like the expansiveness one experiences while gazing at the sky from the deck of a ship at sea. The design also features a new footer section that makes it faster for users to manage their existing reservation, learn more about Celebrity's ships and destinations, and find important news and announcements.
The site’s relaunch includes the introduction of the “Starring You Network,” which will feature stories about Celebrity’s guests’ experiences while onboard its ships. The Starring You Network will appear in a screen area near the top of the homepage. The stories, which will illustrate all the ways that Celebrity delivers “Star Treatment” to guests, are aimed at converting users’ emotional responses into immediate action, such as booking a cruise. The programming in this “network” is filmed in television broadcast quality and is visually stunning, often featuring destinations that Celebrity visits, but also reflective of Celebrity’s signature service with style.
“The changes to our home page will help to position our site as a cruise programming channel where guests and potential guests will see our cruises in a way that has not been done before on a cruise line’s website,” Wielgus said. “We are breaking down traditional visual barriers, all with the intention of bringing the Celebrity experience to life in a uniquely compelling way.”