Designed for You
Celebrity Cruises Debuts New Branding!
Dressed in a layered dress comprised of linens from Celebrityâ€™s AquaClass staterooms, a silver mannequin greeted guests entering a Celebrity Cruises â€œrevealâ€ event in New York on Jan. 7. The mannequin was a design hint about what travel partners, Captainâ€™s Club members and media would learn during the creative evening at the Museum of Arts & Design in Manhattan.
The big news? Celebrity debuted a snazzy new brand personality entitled â€œDesigned for You,â€ as the umbrella for a new logo, new look and significant hardware and product upgrades..
Celebrityâ€™s President and CEO Dan Hanrahan explained that the new brand platform — designed to appeal to â€œdiscerningâ€ guests â€“ is based on six monthâ€™s of global research including interviews, focus groups and in-home visits with 10,000 individuals. â€œDesigned for Youâ€ is a brand recipe that combines Celebrityâ€™s recent brand enhancements (Celebrity Life, new culinary options and Captainâ€™s Club changes), a continuing commitment to guests and an upcoming schedule that will â€œSolsticizeâ€ the lineâ€™s Millennium-Class ships over the next four years.
Celebrityâ€™s five-ship Solstice Class fleet represents an investment of $3.7-billion and itâ€™s already paying off for the brand. Hanrahan told the audience that Celebrity Solstice has been a â€œgame changerâ€ for the premium brand. Guests love the Solstice-class ships, which feature an elegant, modern look with touches of class and very appealing decor. It’s home to a grass-covered Lawn Club with a top-deck Hot Glass Show; new AquaClass staterooms, and many savory alternative dining options.
While Celebrityâ€™s Millennium-class ships remain popular with guests, Hanrahan says that adding elements of the Solstice-class experience to the Millennium-class ships will make the onboard product much more consistent for guests. So, as part of â€œDesigned for You,â€ one Millennium-class ship per year will be refurbished and updated with some of most popular Solstice-class elements including the dÃ©cor and look of the Solstice-class ships. Celebrity Constellation will be the first to receive the new enhancements during scheduled drydock in April.
Whatâ€™s involved? Perhaps most notable is the addition of Tuscan Grille, the popular steakhouse found on Celebrity Solstice and Celebrity Equinox. That alternative venue will be constructed on Constellation within the space now occupied by the Internet cafÃ©; the online center will be moved elsewhere.
In addition to Tuscan Grille, Millennium-class ships will also receive an Enomatic wine bar; Bistro on Five; the Martini Bar with Crush; CafÃ© al Bacio and Gelateria (replacing Constellationâ€™s Cova CafÃ©). All of Constellationâ€™s public areas will be refurbished with new color schemes, carpeting and upholstery. The goal is to reflect the elegant, modern look of Solstice-class ships, again to provide consistency in the product.
New Brand Advertising Campaign
Consumers and travel partners will soon notice new advertising. The comprehensive program launches this month. Expect dramatic images of Solstice-class ships; a modern graphic treatment; a copy voice that promotes the brandâ€™s differentiating elements; and, of course, the new â€œDesigned for Youâ€ tag line. Promotion will encompass a mix of print, broadcast, and to a greater extent, online advertising. â€œWeâ€™ve studied where cruise enthusiasts go to research options for their next vacation, and more than 70 percent go online,â€ said Hanrahan. The line has developed a new four-minute brand video as well as several shorter video clips for promotional use.
To view Celebrityâ€™s new Designed for You branding and video, click HERE
During the event in New York, the line created product stations and artistic touches that reflected recent upgrades in its product. One such element was the mannequin with the AquaClass linen dress. Others included a display of high-quality china and crystal that guests will discover onboard Celebrity, as well as a martini bar created of ice with a Celebrity logo.
The event was designed to show travel partners, frequent cruisers and media that Celebrity continues to upgrade its premium brand with the amenities most desired by discerning cruisers.
By Avid Cruiser Contributing Editor Susan J. Young,