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Transformative Campaigns
Celebrity Cruises - The All-Inclusive Photo Project
Objectives
For far too long, ‘all-inclusive’ has only meant everything on your vacation is included in one price. We re-imagined this phrase through the lens of others, to help kickstart the inclusivity of the travel category and open Celebrity Cruises to new audiences.
Output
Recognising the need to improve the representation of all people in travel marketing, we created the world’s first ‘open source’ travel image library.
Partnering with some truly inspiring photographers, advocates and influencers, we created a global initiative to help address the lack of diversity in travel marketing.
This included the support of renowned photographers such as Annie Liebovitz and Giles Duley, as well as inspirational talent like paralympian Amy Conway and UK Black Pride founder Aisha Shiabu to support Celebrity Cruises’ pledge to change the face of travel marketing.
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Impact
220M+ Campaign Views
1.6M+ Campaign Engagements
12.5% Campaign Engagement Rate
400+ brands signed up to the content library
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