Celebrity Cruises is entering the New Year with a series of physical and virtual experiences designed to invite consumers to express their “exit strategy” – not in a business context, but in terms of sharing what they would love to “exit” in their day-to-day life to “enter” a modern luxury Celebrity vacation experience.
Perhaps it’s exiting “hyperscheduling” to relax and reconnect with family in the Caribbean sun. Or, exiting the 12-hour rush hour to leisurely indulge in the beauty and culture of Europe by day, and fine wines served by one of the world’s largest staffs of expertly trained sommeliers by night. Maybe it’s exiting headlines, deadlines and check out lines to view the breathtaking vista of Alaska from a private veranda.
“At Celebrity, we recognize that consumers’ vacation time is precious, and we’re committed to offering a modern luxury experience that makes the most of that time,” said Celebrity Cruises Vice President of Marketing Lisa Kauffman. “We believe no other cruise brand – and for that matter, very few land-based hotels or resorts – deliver on the concept of modern luxury; and by that, we mean the modernity of our ships’ design, the anticipatory and engaging service of our crew, the spectacular quality of our food, the wide variety of dining options, and the inviting ambiance of every restaurant, bar, boutique, spa, stateroom and suite onboard. Modern luxury very succinctly and genuinely sums up the Celebrity brand.”
Consumers can express what they’d like to exit to enter Celebrity’s modern luxury – and share it socially – through an engaging, interactive digital experience on Celebrity’s Facebook page at https://www.facebook.com/celebritycruises. There, they can create a complimentary e-card and upload a photo to share with others what they want to exit from and the destination they want to experience most, and register for Celebrity’s “Exit to Enter” sweepstakes running from January 9 through March 30, 2012. The grand prize – with an approximate retail value of $10,000 – is the winner’s choice of a cruise for two from among a select group of sailings to a vast array of the captivating destinations Celebrity visits, including Alaska, Asia, Australia/New Zealand, Bermuda, Europe or the Caribbean, complete with roundtrip airfare for the winner and guest.
Celebrity is complementing the social component of the campaign with similar print, online and outdoor communications in various markets across North America, and even on in-flight tray tables on commuter flights from Boston, New York and Washington, DC.