Celebrity Cruises has launched a new campaign that changes the meaning of “all-inclusive” in the travel industry, and the collection 'The All-Inclusive Photo Project' (AIPP), with the aim of starting a movement, asking travel companies to help address the lack of diversity in the images used for travel marketing.
The captivating images were created by prestigious photographers such as: Annie Leibovitz; Giles Duley, an English documentary photographer and triple amputee; Naima Green, a queer black photographer based in New York; and Jarrad Seng, a photographer, filmmaker and creative director from Australia of Malaysian-Chinese descent.
The collection features models, musicians, athletes, artists, advocates and activists, refugees, among others, all agents of change in their own right from underrepresented groups, enjoying the varied offerings of Celebrity ships and the destinations they visit on their itineraries.
“For a long time, ‘all-inclusive’ in the travel industry has meant that everything on your vacation is included in the price. We set out to challenge this conventional thinking by reimagining the phrase through the lens of others,” said Celebrity Cruises President and CEO Lisa Lutoff-Perlo. “What Annie and all the renowned artists involved in this project have captured with their lenses is that for vacations to truly live up to the ‘all-inclusive’ label, you should start by using images that include everyone, not just a select few.”.
“As an international brand, we have a powerful platform to act as a catalyst for positive change. We can start making travel marketing truly 'all-inclusive,'” said Michael Scheiner, Chief Marketing Officer of Celebrity Cruises.
Framed through the lenses of Leibovitz and the other AIPP photographers, the images feature the agents of change as they enjoy the wonder of travel.
Celebrity Cruises will launch the AIPP collection as an advertising campaign in early April. This campaign marks a new approach and is also the first important step in advancing diversity and inclusion in its travel marketing by representing a wide range of diverse travelers.
